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

This is who we are. This is our kind of sales meeting. Pushing ourselves to be the best versions of ourselves.

Shoutout to @homagesthlm and @biggyfilm 🖤

#bjornborg #TrainToLive
Presenting iconic Xmas presents since 1989. New seasonal prints now available.

#bjornborg #TrainToLive
Tennis in paradise.

#bjornborg #TrainToLive
More BTS from Åre shooting our latest XMAS Collection.

#bjornborg #TrainToLive
Tennis court at Grand Hotel Tremezzo, Italy.

#bjornborg #TrainToLive
Behind the scenes from XMAS23 Collection photo shoot in Åre earlier this year.

#bjornborg #TrainToLive
Running in California with @klaravilda.

#bjornborg #TrainToLive
Are you empowering yourself becoming the best version of yourself today?

#bjornborg #TrainToLive
Two essentials for high intensity training, the slightly lighter Borg Athletic T-shirt and our long time classic Borg T-shirt. Both made with recycled and sustainably sourced materials. For you to look good, and feel good while becoming the best version of yourself.

#bjornborg #TrainToLive
The Gift of Wellbeing. This season, embrace the power of sports to transform your mind, soul and body. Join us in inspiring each other to be more and the best version of ourselves.
We introduce XMAS23 Collection - now live at bjornborg.com.

#bjornborg #TrainToLive
Become the best version of yourself.

#bjornborg #TrainToLive
Sthlm Graphic T-shirt. Available in three colors.

#bjornborg #TrainToLive