Product development

Björn Borg is a sports fashion brand offering sports apparel (training and leisure), underwear (fashion and sport), bags, swimwear, socks and lounge wear. Björn Borg also offers footwear and eyewear made under license.

Björn Borg’s products are sporty and modern, with clear guidelines in place to ensure a consistent, contemporary design. The feeling and expression in our garments are set out in a design platform based on timeless Scandinavian aesthetics. In recent years, expressions on both product and communication have been redirected to clarify the company’s identity. A modern, Scandinavian, and unique expression, in which the company’s values were allowed to play a more central role, was established. The new creative direction has since characterized the collections in a very positive way. Furthermore, Björn Borg’s internal design and product department, as well as external licensees, are governed by high sustainability goals and quality requirements.

Product areas

The largest and strategically most important product areas, underwear and sports and performance apparel, are owned and managed by the Group. Design and product development of sports and performance apparel were moved from the Netherlands to Sweden in 2014, and since 2015 have been managed from the Swedish head office.

Product development in other areas – footwear, eyewear and other – is licensed externally.

Every product company, whether Group-owned or licensed, is responsible for design, development and sourcing of collections for all markets, and for positioning products based on Björn Borg’s guidelines. The collections are shown and sold to distributors in various geographical markets for resale to retailers. The product development companies also play a supporting role for distributors and retailers in the network.

All design and product development are done internally by the companies, while production is mostly outsourced to Asia – primarily China – but in recent years to Europe as well, mainly to Turkey, which means shorter lead times.

High demands are placed on quality and deliverability relative to price, and supplier performance is continuously monitored. In production and logistics, Björn Borg is focused on increased flexibility and efficiency, two factors that have taken on greater importance in recent years in pace with the growing need for a responsive supply chain that can adapt to changing fashions. The company also stresses that suppliers follow Björn Borg’s guidelines on working conditions and the environment. For more information on Björn Borg’s corporate social responsibility, see page 30 in the Annual Report for 2020 and on the sustainability section.

Tennis in LA.

📷 @brokenrackets 

#bjornborg #TrainToLive
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.

#bjornborg #TrainToLive
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