Our brand and prodcuts
Where sport, fashion and self-expression meet
Train To Live
The brand platform is based on the belief that training is about life, and not the other way around. This idea permeates everything Björn Borg does and stands for.
Brand development
The Björn Borg brand was registered in the late 1980s and expanded rapidly in Sweden during the early 1990s. Since then, the company has grown and established itself in several markets around the world.
In recent years, Björn Borg’s vision of becoming a leader in sports fashion has shifted the focus increasingly towards the design and development of sportswear, and towards building a brand that inspires an active lifestyle.
In recent years, Björn Borg’s vision of becoming a leader in sports fashion has shifted the focus increasingly towards the design and development of sportswear, and towards building a brand that inspires an active lifestyle.
01
Sports fashion
Motivation, training, fashion and lifestyle in one clear brand position.
02
Consistency
A comprehensive brand strategy creates long-term clarity and relevance.
03
Local support
Distributors and license partners receive guidelines, marketing support and local adaptation.
04
Global identity
The goal is a strong and unified Björn Borg brand wherever consumers meet it.
Market communication
With Train To Live as the starting point, Björn Borg builds a brand that stands for motivation, training, fashion and lifestyle. Communication aims to strengthen the brand in the long term and drive sales in the short term.
Store exposure
Influencer collaborations
Gym partnerships
Sponsorships
Social channels
Reach channels
Product development
Björn Borg’s products are characterized by a sporty and modern expression. Clear design guidelines are used to ensure a uniform, contemporary design across the offer.
The design platform is based on timeless Scandinavian aesthetics. The products are functional while creating a modern look for active urban consumers
The design platform is based on timeless Scandinavian aesthetics. The products are functional while creating a modern look for active urban consumers
Sustainability
Internal teams and external licensees are guided by high sustainability goals.
Relevance
Products are created for modern, active urban consumers.
Function
Designed for movement, comfort and everyday use.
Design
A uniform, contemporary expression across the full offer.
Quality
High quality supports products with a long lifespan.
Product areas
Underwear
48% of total sales in 2025
Underwear is Björn Borg’s largest product area, with models for men, women and children in a variety of categories and segments. This is complemented by loungewear, mainly sleepwear and socks. The range consists of trendy and fashionable products with the brand’s characteristically bold prints and colours as well as collections of classic models. It also includes a performance underwear collection and several models of bras.
Björn Borg underwear is sold by independent retailers, apparel and sporting goods chains, department stores, Björn Borg stores, and our own and external e-commerce. Product development for underwear is managed within the Björn Borg Group.
Björn Borg underwear is sold by independent retailers, apparel and sporting goods chains, department stores, Björn Borg stores, and our own and external e-commerce. Product development for underwear is managed within the Björn Borg Group.
Sports Apparel
29% of total sales in 2025
Björn Borg offers clothing collections for both women, men and juniors, with the main focus being on training apparel with good functionality and clear fashion elements. The range consists of four main categories: Leisure, Training, Tennis/Padel and Running.
Today, Björn Borg’s sports products are sold in all markets. Retailers are sports retailers, sports chains, and department stores as well as Björn Borg stores and e-commerce. Product development for sports apparel is carried out within the Björn Borg Group.
Today, Björn Borg’s sports products are sold in all markets. Retailers are sports retailers, sports chains, and department stores as well as Björn Borg stores and e-commerce. Product development for sports apparel is carried out within the Björn Borg Group.
Footwear
9% of total sales in 2025
Within the footwear product category, which the company took over from an external party at the beginning of 2024, a range of fashion products is offered, including casual and sports shoes for men and women. Retailers include independent shoe stores, shoe and sports chains, department stores, major e-tailers, Björn Borg stores, and www.bjornborg.com. Since the integration of footwear at the beginning of 2024, all aspects – from product development and design to distribution – have been managed internally by the company. In 2025, Björn Borg footwear was sold in around twenty European markets, with Sweden, the Netherlands, Finland, and Belgium being the largest. Growth efforts are focused on Björn Borg’s core markets in Northern Europe.
Bags
5% of total sales in 2025
The bags product area falls into the fashion/trend segment and comprises gym bags, backpacks and duffle bags as well as wallets, gloves and belts. Retailers include luggage and sporting goods shops, retail chains, department stores, shop-in-shops, Björn Borg stores and e-commerce. Bags are mainly sold in Björn Borg’s established markets in Northern Europe.
Other
9% of total sales in 2025
The combined brand sales in the other product segments in 2025 amounted to SEK 95 million (85), an increase of 11 percent compared to 2024. In all, other products made up 9 percent of total sales.
It is primarily the product areas lounge wear and socks that show strong development during the year, growing by 33 percent and 23 percent respectively. Swimwear and eyewear, which belong to the trend segment of the market and are sold to the optical retail trade through the licensee’s distribution organization, are in line with the previous year’s sales.
It is primarily the product areas lounge wear and socks that show strong development during the year, growing by 33 percent and 23 percent respectively. Swimwear and eyewear, which belong to the trend segment of the market and are sold to the optical retail trade through the licensee’s distribution organization, are in line with the previous year’s sales.
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