Press releases - Fashion

To see only press releases which have been disclosed pursuant to legislation or other regulations, please select “Regulatory releases” below. (Valid for disclosures from July 3, 2016.)

February 2019

Björn Borg and Robyn present RBN

Today, Swedish sports fashion brand Björn Borg releases their exclusive capsule collection RBN with international pop star and fashion icon Robyn. The modern unisex collection presents a mixture of edgy ...Read more

October 2018

Björn Borg in collaboration with well-known fashion artist Ryan Hawaii

Swedish sportswear brand Björn Borg drop their new collaboration – an underwear collection created by Ryan Hawaii – One of the world’s most interesting designers today.Read more

September 2018

Swap drugs for sportswear – workout is the new high

Last week, a revolutionary pop-up shop opened in central Amsterdam, where people could swap drugs for sportswear. Why? Because you don’t need drugs to get high – the same feel-good substances are released in ...Read more

Get a trip by working out – Björn Borgs new campaign is all about Exerhighs

Training does brilliant things with our bodies, that’s no news. What’s even more fascinating is what it does to our brains. When working out, feel-good chemicals are released in our brain, which are sub...Read more

June 2018

Tifo hijacks the World Cup premiere for LGBTQ rights

During the premiere of the World Cup in Russia, a gay couple kissing with Russian and Saudi Arabian flags painted on their cheeks is displayed through a tifo in Augmented Reality. Together with the message...Read more

MARRIAGE UNBLOCKED: NOW EVERYONE CAN WALK DOWN THE AISLE ON BLOCKCHAIN

Today love is controlled by states and religions – this means same-sex marriages are forbidden in 87% of all countries in the world. That’s the background to the initiative Marriage Unblocked – a digit...Read more

September 2017

’VERSUS’ -BORG

Yesterday Björn Borg held a spectacular see-now-buy-now fashion show, VERSUS Borg, at The Royal Tennis Hall in Stockholm. The show was a clear manifestation of the brand’s heritage as a tennis and sports br...Read more

August 2017

BJÖRN BORG SIGNATURE COLLECTION ACCESSIBLE IMMEDIATELY AFTER SHOW

At 8.30 pm this evening BJÖRN BORG showcased a ‘see now, buy now’ exclusive collection at the Royal Tennis Hall during Fashion Week Stockholm. The Signature Collection is now released and available to s...Read more

July 2017

BJÖRN BORG PLAYS A GAME OF TENNIS ACROSS THE U.S. – MEXICO BORDER

Swedish sportswear brand Björn Borg has orchestrated a tennis match on the U.S. – Mexican border with one player on each side of the border, half the tennis court on Mexican soil and the other half on...Read more

June 2017

Gäme. Set. Match! Björn Borg in collaboration with Häagen-Dazs in tribute to Wimbledon.

Teaming up with Häagen-Dazs, the Official Ice Cream of The Championships, Wimbledon, and in honour of the classic combination strawberries and cream, Björn Borg has contributed to the design of a bespoke l...Read more

May 2017

BJÖRN BORG shows ´See now, Buy now´ Exclusive Collection at the Royal Tennis Hall at Fashion Week Stockholm in August

At 8 PM on the 31ST of August BJÖRN BORG is, for the very first time, showing its limited Signature Collection – exclusively created to celebrate the sports legend and style icon Björn Borg. The runway sho...Read more

February 2017

Björn Borg introduces world’s first Twitter punching bag, to show love on Valentine’s Day.

Many have felt uneasy about the dark rivalry between first and foremost political antagonists as of late. What’s with the UK and the EU for instance? Trump and Clinton? Nationalism vs. globalism? And t...Read more

Research study shows that rivalry can both drive performance and compassion.

Have you ever had that gnawing feeling that your most fierce rival makes you perform better? Well, you are quite right. Sports fashion brand Björn Borg decided to investigate how much rivalry can improve ...Read more

October 2016

Who are the Cotton runners?

Are you a runner? If so, you may have noticed a strange pattern as of late – in the bottom of the leader boards from races all over Europe, one thing was prominent; runners named Cotton always came i...Read more

Now live: Craig Green x Björn Borg capsule collection

Announced at the Fashion Week Stockholm in February, the Craig Green x Björn Borg collection has already enjoyed ovations from fashionistas all over the world. The much-awaited capsule is now available ...Read more

September 2016

Change your game with Performance Underwear

Women have used sports underwear and appreciated its functionalities for years. So why are men restrained to working out in cotton underwear that go wet and heavy? Not anymore. On September 5th, Björn ...Read more

August 2016

Stefan Olsson appointed as Björn Borg Game Changer Ambassador

Swedish tennis player Stefan Olsson was born with Artogryphosis, a disability that led to a life in wheelchair. But nothing could stop Stefan from fulfilling his dream of becoming a full time professional...Read more

Patrik Nilsson appointed as Björn Borg game changer ambassador

Just days before the prestigious Ironman Copenhagen, triathlete Patrik Nilsson – Swedish Ironman record holder and two-time Ironman Champion, is the next athlete to be presented as a Björn Borg Game Ch...Read more

June 2016

LEGEND TURNS 60 – BJÖRN BORG CELEBRATED THROUGH TENNIS COLLECTION.

On June 6, 1956, Björn Borg was born and would, after a lot of hard work and never giving up, become one of the greatest tennis legends in history. Today, the sports fashion brand that carries his name ...Read more

May 2016

60 YEAR-OLD HIGH DIVER CELEBRATED AS GAME CHANGER BY BJÖRN BORG ON SWEDISH MOTHER’S DAY.

At the age of 57, Annika Naenfeldt started training high diving. This weekend, she competes for Sweden in the LEN European Aquatics Championships in London after only three years of practice, and is now...Read more

March 2016

BJÖRN BORG LAUNCHES “NUDE” UNDERWEAR FOR ALL SKIN TONES.

On March 21, Björn Borg introduces the Skin Collection; skin toned underwear for everyone. The collection is deliberately launched on the United Nation’s Racial Discrimination Day, as a tribute to human ri...Read more

February 2016

SPORT FASHION BRAND BJÖRN BORG AWARDS BALLET DANCER TO BECOME 1ST MUSLIM HIJABI BALLERINA.

The 14-year-old Australian ballet dancer was refused to wear her Hijab to ballet studio. But nothing could stop her from pursuing her passion. On Valentine’s Day, Stephanie Kurlow is the first person t...Read more

CRAIG GREEN’S NEW COLLECTION: CAPSULE SPORTSWEAR FOR MEN AND WOMEN.

In an art gallery in central Stockholm last night, Craig Green presented his new sportswear capsule collection, for men and women, in collaboration with sportswear brand Björn Borg. Green about the collection: ...Read more

January 2016

CRAIG GREEN TEAMS UP WITH BJÖRN BORG FOR SPORTS FASHION CAPSULE IN AW16

Craig Green incorporates both light and shadow, teaming up with Björn Borg for a limited edition sports fashion capsule collection of men’s, women’s and unisex clothing and underwear. This marks the debu...Read more

BJÖRN BORG LAUNCHES HANDMADE LIMITED EDITION SPORT COUTURE AT 9AM, JAN 19TH.

A retro space inspired showpiece collection was presented by Björn Borg at Fashion Week Stockholm last August. The handmade-in-Sweden Sport Couture capsule collection is now launched featuring fashion ...Read more

October 2015

A CLASSIC RECREATED; THE TRUE STORY FROM BJÖRN BORG.

In the late 80’s, a group of people embarked on a journey to design the best pair of underwear ever. Hard work and an unseen attention to detail led to a pair of shorts that offered the perfect fit. M...Read more

September 2015

AN ICONIC LAUNCH: THE LIMITED EDITION UNDERWEAR RANGE ‘ICONIC’ OUT NOW

A limited edition collection named Iconic is available as part of the Björn Borg AW15 release. The Iconic collection unites Björn Borg’s sports heritage with the contemporary urban edge that has become the...Read more

BJÖRN BORG LAUNCHES ITS NEW AW15 COLLECTION WITH A SPORTS LIFESTYLE APP FOR IPHONE.

Today, Björn Borg launches its AW15 collection together with its first fitness app ever, Sprinter. The free iPhone app enables you to match with new workout buddies and improve performance by reaching ...Read more

August 2015

BJÖRN_BORG_SS16_–_FULL_SHOW___Björn_Borg_Corporate_site

BJÖRN BORG SS16 – FULL SHOW

Full video of all the SS16 looks which hit the runway on Monday Aug 24th at the start of Stockholm Fashion Week.Read more

BJÖRN BORG CAPTIVATED THE FASHION WEEK STOCKHOLM AUDIENCE WITH AN EPIC MARS-INSPIRED EXPERIENCE.

On the evening of the first day of Fashion Week Stockholm, Björn Borg amazed international sports and fashion press, fashion influencers and the tributed Mars One representatives alike with a memorable ...Read more

BJÖRN BORG IS TRAINING FOR MARS: – STAGES SS16 SHOW IN TRIBUTE TO MARS ONE

In 2027, a human settlement on Mars will be initiated with the four first volunteering astronauts. In a tribute to the pioneering space project Mars One and the concept of the ultimate challenge: training...Read more

July 2015

BJÖRN BORG RELEASES ITS LATEST COLLECTION TO UNITY USERS.

Three months after launch, with over 700 fan videos generating 20M views and 500,000 worldwide players, Björn Borg turns its Cannes Lions rewarded* game First Person Lover into a fan property. Love weapons, ...Read more

May 2015

BJÖRN BORG LAUNCHES SUBSCRIPTION SERVICE FOR UNDERWEAR.

Björn Borg has run a test in Sweden for subscriptions of their men’s boxers – with great success. After a year’s trial on a national level, the brand now introduces men’s underwear subscriptions globally...Read more

March 2015

SURREALIST POP VOYEUR AND COLLAGE VIRTUOSO LUCA MAININI DESIGNS FOR BJÖRN BORG

Body limbs, nail polish bottles, lipsticks and flowers are dissected from fashion magazines to form a new whole, twisted artworks. This is the trademark of Italian collage artist Luca Mainini, whose art...Read more

February 2015

FIRST PERSON LOVER GAME BECOMES VIRAL HIT; SPREADS LOVE IN 176 COUNTRIES AROUND THE WORLD.

Just in time for Valentine’s, online advergame First Person Lover has hit a sweet spot with the gaming world. Playthroughs on Youtube have rendered over 10M views and people from 176 countries have played t...Read more

January 2015

LIVE TODAY: BJÖRN BORG LAUNCHES SS15 COLLECTION WITH ONLINE GAME.

Today, on the 28th of January, Björn Borg launches its spring summer 2015 collection through a game named First Person Lover; taking the collection inspiration of fictitious worlds to a whole new level. ...Read more

BJÖRN BORG LAUNCHES SS15 COLLECTION WITH ONLINE FASHION GAME EXPERIENCE.

When Björn Borg launches its spring summer 2015 collection, the Sports Fashion brand blows a kiss to the gaming world through the introduction of a completely new genre: the First Person Lover (not shooter!) ...Read more

FIRST PERSON LOVER KEYNOTE ANNOUNCEMENT TRAILER

Björn Borg releases its Spring/Summer-15 collection through a free web-based game on January 28. The game introduces a new genre, First Person Lover, where players battle the forces of evil with the power ...Read more

FIVE PIECES PER STYLE: LIMITED EDITION SHOW PIECES FROM THE BJÖRN BORG SS15 CATWALK SHOW LAUNCH ON JANUARY 19.

After the Björn Borg SS15 runway show last August, the bespoke show pieces were enjoying a handsome amount of attention and desire from fashionistas and stylists all over the world. Due to popular demand, ...Read more

December 2014

SHANGRI LA BEHIND BJÖRN BORG CHRISTMAS 2014 COLLECTION

In the book ‘The Lost Horizon’ by James Hilton, the characters find the utopian paradise Shangri-La after crashing their plane in the mountains of Tibet. It has come to represent a paradise hidden fro...Read more

October 2014

WORLD CHAMPION PARKOURIST SPORTS BJÖRN BORG’S NEW RFLX COLLECTION

Last week Björn Borg challenged Marcus “Zyrken” Gustafsson, one of the top parkourists in the world, took on the challenge to do an all-night parkour trail throughout the city of London in the Björn Borg ...Read more

PHOTO REALISM TREND FOR BJÖRN BORG HS15

For HS15 Björn Borg focuses on typical summer Instagram photography as the main source of inspiration, documenting a day in the life of each of their designers. This produces a personal and visually strong ...Read more

September 2014

PRESENTING RFLX CAPSULE COLLECTION FOR AW14

On October 20, Björn Borg presents the RFLX Capsule Collection. Unlike other reflective products the RFLX pieces sport a discreet black surface during the day – and come to life at night. The collection in...Read more

SPRING SUMMER 2015 COLLECTION LAUNCHED!

Björn Borg SS15 draws its inspiration from fictional worlds. Mesmerizing mythical islands, lost worlds and visionary computer games. A mainly monochrome collection where sport and fashion are intertwined. ...Read more

August 2014

First Person Lover Avators on Runway

FIRST PERSON LOVER AVATARS ON RUNWAY IN BJÖRN BORG SHOW @FASHION WEEK STOCKHOLM

Last night, in impressive caves on an island in Stockholm, Swedish Fashion Brand Björn Borg, in collaboration with Creative Show Director Bea Åkerlund, treated the Fashion Week audience to an extravagant g...Read more

BJÖRN BORG GOES ALL IN AT FASHION WEEK WITH AN EXTRAVAGANT GAME-INSPIRED FASHION SHOW BY BEA ÅKERLUND

On August 26th, Björn Borg returns to Fashion Week in Stockholm with a spectacular runway show that fuses sports fashion and gaming, whilst channeling Björn Borg’s resolute mission to take an active sta...Read more

FLIRTUAL REALITY BY BJÖRN BORG: FUTURISTIC THREESOME WITH A ROBOT.

Björn Borg continues to take a stand for more love in the world. The Swedish fashion brand now investigates the deepened relations between humans and robots and hails a future where love can ignite the ...Read more

June 2014

PARKOUR STAR MARCUS “ZYRKEN” GUSTAFSSON SIGNS WITH BJÖRN BORG

One of the world’s best parkour and free running athletes Marcus “Zyrken” Gustafsson from Helsingborg, Sweden is joining forces with the clothing and underwear brand, Björn Borg. Zyrken is known for hi...Read more

OLYMPIAN SPEED SKATER KOEN VERWEIJ SIGNS WITH BJÖRN BORG.

Top ranked Dutch ice skater Koen Verweij is known not only for his remarkable skills on steel blades, but also for his signature golden locks and viking like good looks. Verweij is now joining forces with...Read more

BJÖRN BORG THUNDERWEAR WITH SPACE MATERIAL TO PROTECT STEEL WORKERS

We’re creating underwear together with bleeding edge space designers and the Swedish Steel industry. Our goal? To provide steel workers with flame proof undies that can handle extreme heat and hard core e...Read more

May 2014

IN STORES NOW: HIGH SUMMER 2014 COLLECTION.

Stop stressing and start relaxing! It’s time to become one with nature and find your inner peace in your underpants if you ask Björn Borg this summer.Read more

BJÖRN BORG HIGHLIGHTS LOVERS IN DISTRESS; SPARKS REFUGEE WAVE TO LOVE COMMANDOS

To support the right to marry out of love, Swedish Fashion Brand Björn Borg launched the campaign site Unitethelovers.com in the beginning of April. The site has generated money to support Love Commandos ...Read more

April 2014

UNITE THE COUPLE FOR THE RIGHT TO MARRY FOR LOVE.

Swedish fashion brand Björn Borg opens up for a digital way to generate Nudeclear energy and take an active stand for more love in the world on the site unitethelovers.com. For each couple united online, ...Read more

PANTS DOWN! HENRIK HARLAUT SIGNS WITH BJÖRN BORG.

Swedish slope style Olympian star Henrik Harlaut has made a name of himself throwing down progressive tricks with a smooth style – but also for his irresistibly charming personality and clothing style. T...Read more