Spreading the spirit of Björn Borg all over the world


– The spirit of our consumers has encouraged us to set this goal. Not the least, Swedish golfer, Henrik Stenson,
inspired us. At an international golf tournament in Florida earlier this year, he stripped to his Björn Borg undies to play the ball from muddy water. That’s what we call the spirit, says Rocky af Ekenstam Brennicke, PR and Event Manager at Björn Borg.

Apart from aiming for consumer images from all over the world, Björn Borg is also putting up challenges such as “Björn Borg underwear at the highest peak” and “Björn Borg underwear in the hottest spot”. A “Swedish Export” of the month will be nominated that, apart from the honour, wins his or her own weight in underwear.

– We’ve received quite exceptional photos from our consumers, wearing Björn Borg underwear in the most amazing set-ups. People from 31 different countries have already posted photos, quite many of them from countries
where we don’t even have any retailers. Now we want to spread the spirit all over the world and fill the rest of the map with Swedish Exports, says Rocky af Ekenstam Brennicke.

All photos will be available for viewing at bjornborg.com and the company is aiming at covering the map by the end of this year. The country that has posted most photos will win a great surprise when the entire map is covered.

Anyone can enter the challenge at bjornborg.com/spirit

For more information, please contact:
Rocky af Ekenstam Brennicke, PR and Event Manager, Björn Borg
Phone: +46(0)8-527 33 715
Email: rocky.brennicke@bjornborg.com

Tags & categories

Just a little bit of humble-bragging.

#bjornborg #TrainToLive
Sports Hour @janicechantel.

#bjornborg #TrainToLive
Now available: perfect gifts. Explore XMAS at bjornborg.com.

#bjornborg #TrainToLive
In early November we gathered all our teams across Europe for our Björn Borg Global Brand Summit - including two days of presentations and adventures. And yes, it's our Head Coach (CEO) screaming "WE ARE LIVE" in the beginning.
We don't live to train, we #TrainToLive.

Thank you @homagesthlm and everyone involved.

#bjornborg #TrainToLive
At Björn Borg, we train to live, and we live to inspire people to become the best version of themselves. To become the best version of yourself you need goals. Here’s a few “green” ones among our colleagues for 2022. 

#bjornborg #TrainToLive
Sports Hour @madiekeee. P.S. you don’t necessarily need sand dunes to get the workout done.

#bjornborg #TrainToLive
DNA.

#björnborg #TrainToLive
For both him and her. Find your new favourite at bjornborg.com.

#bjornborg #TrainToLive
3 quick tips to take care of your Björn Borgs.

#bjornborg #TrainToLive
Sports Hour. Let’s get it. @alicestenlof

#bjornborg #TrainToLive
AW22 for him. Find your new favourite piece for any active occasion.

#bjornborg #TrainToLive
@janicechantel in Seamless Rib Tights and Performance Low Seamless Bra.

#bjornborg #TrainToLive
Heritage.

#bjornborg #TrainToLive
Remember Father’s Day - follow the link in stories to our Underwear Guide to find the perfect gift.

#bjornborg #TrainToLive
Looking for early Christmas presents? Check out our Gift Guide at bjornborg.com.

#bjornborg #TrainToLive