New Menswear diffusion line from Bjorn Borg

Naturally, the concept starts off with Bjorn Borg’s extensive tennis career. On the court, Borg was strong, fast and unforgiving, and overnight he became more popular than many celebrities of his time. His great victories are fundamental to the brand, but most of his fans did not only care about the sport but about Bjorn Borg himself. Borg’s irresistible looks with his long blond hair, athletic body and typical Scandinavian shyness turned him into an essential style icon during the 70’s and 80’s.

The collection for Spring/Summer 2008 is all about being fascinated by sports A certain sport, an evident sport, a classic sport, a sport with top of mind colours. Inspired by our legacy, we have chosen to celebrate and create new perspectives on sports. Keeping an eye on 1978-82 New York. A young Dustin Hoffman breathing and thinking in the Marathon man. Behaviours and disciplines meeting boarding school atmosphere, prominent sport geeks using low tech sports.

“The collection is about fresh sport fashion. We find new angles and expression in the legacy of Bjorn Borg on court 1978 -1982”, says Peter Simonsson, Creative Director at Bjorn Borg AB.
A selection of wearable and washable windbreakers, parkas, shirts and twill ties that go well together with WCT tennis shorts. The collection includes everything sporty between crotch patch pants to suit jackets, shedding light on classic melange and colour blockings. That is our definition of good looking sport.

For more information and high resoluted pictures, please contact:
Rocky Brennicke, PR- & Event Manager, Bjorn Borg AB
Phone: +46 8 506 337 00
Cellphone: +46 709 20 20 80

Tags & categories

Thursday motivation.

#bjornborg #TrainToLive
Tennis in LA.

📷 @brokenrackets 

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Sports Hour with @vildeehaa.

#bjornborg #TrainToLive
BTS from Portugal, the team went for five days shooting upcoming Spring/Summer Collection ‘25.

#bjornborg #TrainToLive #bts
@toni.hrlb in six SS24 outfits.

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Barry’s x @bjornborg challenge is LIVE! 🔥 Let’s Train To Live with style and purpose!

MARCH 18 - APRIL 30.
8 or 12 classes in 14 days. 

Complete 8 classes to claim a sleeveless t-shirt from the #barrysxbjornborg collection or aim for 12 classes to unlock an additional 15 % discount on future class pack.

Special-priced Train To Live class pack is now available online at and in-studio.

Let’s embrace the challenge!

#bjornborg #TrainToLiveBarrys #thebestworkoutintheworld
Sunday outfit.

#bjornborg #TrainToLive
Ready to turn heads while you turn up the intensity? Let’s Train To Live with style and purpose — join the Barry’s x Björn Borg challenge. March 18th to April 30th. 
Complete 8 or 12 classes in 14 days to earn exclusive merch + unlock discount (15%) on future class package. Special-priced 8 or 12 Train To Live class pack is available online or in-studio.
Also, you get 20 % off at

Let’s embrace the challenge and live life to the fullest! 

#bjornborg #TrainToLiveBarrys #thebestworkoutintheworld

📷 @ibs_almahmoud 

#bjornborg #TrainToLive
Must-haves. Studio oversized set together with Logo Core Thong.

#bjornborg #TrainToLive
We’re not talking game-changers - we’re the legends.

With an underwear legacy that screams market domination, quality underwear is kind of our thing. We’ve been on this journey for over a decade, perfecting materials, fit and comfort like it’s an art form - now we’re proud to introduce new flattering designs to match.

#bjornborg #TrainToLive