06/16/2026
The Norwegian national team's epic Viking-themed World Cup send-off photoshoot, "The Vikings Are Coming," has SOME people clutching pearls ...calling it "hyper-masculine," "chauvinistic," and even "neo-Nazi" imagery.
This is peak manufactured outrage, usually pushed by people who strive for division.
First, facts on "Viking": It was not just a verb. Old Norse had the verb víking (for the expedition or activity) and the noun víkingr (for the person). A Viking Age runestone (Sm 10 from Växjö, Sweden) explicitly says "Tóki the Viking" (Tóki víkingr) raised it in memory of another man. Primary sources from the era itself used it as a noun for people.
Of course not every Scandinavian at that time went raiding. The term captures the broader seafaring, exploratory spirit of the era (roughly 793–1066 CE). However, historians, museums across Scandinavia, and scholars worldwide have applied "Viking Age" to the full culture for well over a century. For example, female jewelry and clothing found in Viking Age gravesites are routinely referred to as belonging to "Viking women," even though there is no proof those women personally participated in raiding activity.
Norway's team leaning into their heritage for a fun, dramatic photo (longships, shields, fjord setting) is not extremism. It is cultural pride. Norwegians (and Scandinavians in general) have every right to celebrate ancestors who were master shipbuilders, traders, settlers, poets, and yes, formidable warriors. Viking Age achievements helped shape Europe, from Dublin to Normandy to Russia. Modern Norway is one of the most peaceful, egalitarian societies on Earth. Celebrating the past does not erase that.
As someone who has vendored at dozens of Viking, Celtic, and medieval festivals (up and down the East coast), we have personally met and spoken with literally thousands of Viking enthusiasts. We honestly only recall meeting two separate individuals who came across as racist or neo-Nazi. The overwhelming majority (99.9%+) are normal, respectful people: families, history buffs, and reenactors who admire the craftsmanship, sagas, and resilience while respecting other cultures. They simply want to proudly honor their roots too. The tiny handful of actual extremists who misuse symbols and runes? Statistically irrelevant.
Painting an entire heritage celebration as toxic because of a fringe minority is the real divisiveness.
Critics like this are not preserving nuance. They are shaming European and Scandinavian identity while cheering similar pride from other groups. Yes, Vikings raided and settled (like the Romans, Mongols, Ottomans, and many other peoples throughout history), but reducing them solely to villainy ignores the full picture that museums celebrate every day. Norway's team and fans embracing this? It is wholesome national spirit ahead of the World Cup. Let people have fun with their history without the guilt trip.