The Björn Borg framework

Question 1

Where are we going?

To be the #1 sports fashion brand for people who want to feel active and attractive.

Question 2

Where are we?

For the most part our annual reports describes exactly this

However, this is strategically broken down into each department and each individual. For us, it is crucial to always look at the “brutal facts” and understand where you are before you can move forward.

Question 3

What to do?

We have identified three cross-functional strategic themes for what we need to do.

Win the consumer at the Point of Sale

We win when our product leaves the store; therefore, all functions are geared to win the consumer at the Point of Sale.

Create a winning team

To succeed, we work as a strong and united team, exploiting the full potential of all individuals – internal and external.

Brand alignment

To be able to reach through and make a difference to the consumer, we need to act and be perceived as one clear brand, in all channels, in all markets, and in everything we do, from products to communication.

Question 4

How do we do things?

We have agreed on five values that drive our behaviour at Björn Borg

Passion

Energy literally sparks from our bodies in our constant charge forward. Not because someone forces us to, but because we love it. Sports is the power that gives us adrenaline and confidence, and our hearts lead the way. We are driven by passion for what we do, whatever we do.

Empowering

We care about others and we prove it. We have a strong belief in personal growth and that anyone can go beyond their limitations. That’s why we push each other forward, because we are all stronger when we give each other power. That’s why we believe that one plus one equals not just three, but even more.

Winning attitude

We aim high to reach high. Winning is in our genes and we never accept losing. If we are alone, we aim to win. If we are in a team, we aim to win for that team. We never give up and never stop believing that we have the power to win.

Bold

We don’t believe in norms; we believe in following our own vision with clear determination. We stand up for what we believe in, no matter the consequences. That is why we always do things our own way and fight on the frontline against any norm, ideal or tradition that prevents people from reaching their full potential.

Magnetic

We always put on a smile in everything we do and have enough confidence to not take ourselves too seriously. Some people call it aura, others attraction. We call it magnetic. A special glow that comes from within, a combination of looks, appearance and expression.

Question 5

Why do we do this?

“We inspire people to be more, through our belief that sports will make our minds, souls and bodies become something more than what they are today, and that anyone can become anything.”

The Björn Borg Framework

Vision, business concept, goals, and strategy