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

Thursday motivation.

#bjornborg #TrainToLive
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 Barrys.com 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 bjornborg.com.

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