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 in last. What is this odd coincidence? Well, cotton will slow you down, if you ask sports brand Björn Borg, who wanted to put their new Performance Underwear in focus during the campaign “Don’t run in cotton”.

Said Jonas Lindberg Nyvang, Marketing Director Björn Borg:

It does not make sense to run in cotton underwear when you can wear a superior product that doesn’t slow you down. Most people put a lot of effort into getting the right running clothes, but they won’t perform as they could, when wearing cotton underneath”.

Björn Borg appointed people named Cotton and gave them one assignment: compete in a race and finish last. That way, Björn Borg had Cotton runners in 10K races, half marathons and full marathons. The races were documented, and the name Cotton appeared in the very bottom in every result list during the period.

Comments Benjamin Cotton, one of the Cotton Runners:

When Björn Borg first contacted me, I thought it was a joke and, to be honest, I felt a bit offended. I was literally asked to be a loser! But once I heard the idea I laughed and thought it was a very clever execution to explain this new product. My wife Zandra Cotton also ended up participating and we loved both the product and the experience. From now on, we certainly won’t run in cotton”.

The Björn Borg Performance Underwear is a range of products launched for this season, Autumn/Winter 2016.

Technical features:

  • Wicking Hydro-Pro material specifically designed to keep the wearer comfortable and dry without weighing them down or sacrificing style.
  • Anti-chafing flat seams to avoid irritation on skin when performing high intensity movements
  • Mesh panels at front an in between legs help improve ventilation during movement.

Read more here: https://corporate.bjornborg.com/en/change-your-game-with-performance-underwear/

Video: https://youtu.be/EwPkBJk_7jo

Björn Borg Performance Underwear can be found in Björn Borg stores, bjornborg.com and select retailers.


Pernilla Johansson, Head of PR, Björn Borg AB

Phone: +46 722 00 33 13

E-mail: pernilla.johansson@bjornborg.com

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