Our Legacy—
Evolving with Passion
Established in the vibrant Swedish fashion market of the early ’90s, Björn Borg has grown to embody the spirit of sports fashion. With a focus increasingly on high-performance sportswear, our brand continues to excel and expand, embracing new markets and pushing the boundaries of innovation and style.
Our Philosophy — Train to Live
Björn Borg is built on the belief that ‘we do not live to train, but train to live.’ This philosophy fuels our commitment to design products that enhance the training experience and empower individuals to achieve their best selves. It’s about bringing energy to everything you do and finding the balance between activity and life’s other joys.
Innovation at the Core
Björn Borg is built on the belief that ‘we do not live to train, but train to live.’ This philosophy fuels our commitment to design products that enhance the training experience and empower individuals to achieve their best selves. It’s about bringing energy to everything you do and finding the balance between activity and life’s other joys.
A World of Style and Sport
From our roots in Sweden to a presence in over 20 markets worldwide, Björn Borg promotes a universal message of style and endurance. Each market enjoys tailored campaigns and support, ensuring our global appeal meets local tastes and preferences.
Community and Communication
We harness the power of social media and influencer collaborations to constantly engage with our customers where they spend most of their time. Our strategy includes impactful campaigns, significant influencer partnerships, and continuous digital presence, fostering a strong community around our core values of passion, empowerment, and a winning attitude.
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