Björn Borg acquires UK subsidiary


Bjorn Borg Sport Couture capsule collection

Björn Borg has acquired the shares held by the minority shareholder of subsidiary Björn Borg UK Limited, representing 20% of total share, in a step towards becoming a more vertically integrated company. The UK subsidiary is now wholly owned by the group and former UK Sales Manager Neil Smith will take over as Country Sales Manager for the UK branch.

Björn Borg CEO Henrik Bunge says: “We have now taken yet another step to cut the distance between the Björn Borg headquarters and the end consumer. Integration is crucial to understand and consequently make a difference for consumers on our different markets.”

Björn Borg presents retro-style Sport Couture capsule collection


Last August, Björn Borg paid homage to the Mars One space initiative in their SS16 show during Fashion Week in Stockholm. The tribute to this vision also led to the creation of a limited edition capsule collection which takes inspiration from the history of space travel and the journey to find new frontiers that took place during the 1970’s and 80’s. The much anticipated Sport Couture capsule collection is now launched featuring fashion darling DJ Mimi Xu and her daughter Maily Beyrens.

The collection was handmade in Sweden and includes 85 pieces of clothing plus six styles of matching socks, with items available in navy blue, white and red featuring a striped ribbed detailing for the ultimate vintage sport look. All pieces are numbered and are delivered in a bespoke gym-bag.


James Lee, Head of Design at Björn Borg says: “These garments are made to offer excellence in fit, quality and looks. Handmade in Stockholm, the bearer is guaranteed something truly unique. Every piece in this collection is different from the next, every seam sewn with passion and every cut calibrated to perfection. Each look is produced in a truly limited edition with one to ten pieces per style.”

Björn Borg is #TrainingForMars

A futuristic catwalk show presented during Stockholm Fashion Week celebrated the new Björn Borg collection bringing the brand’s sports fashion expression to new heights. The first collection showcased since the company redirected its business focus to sportswear, the SS16 show was inspired by the concept of breaking new frontiers for the love of mankind.

Mars One epitomises this idea and our show is a tribute to the bravery and faith these pioneers show by venturing to the unknown for the sake of evolution and innovation. The journey sets the scene for the show featuring our fashion sportswear collection that is perfectly fit for the ultimate challenge – training for Mars!” says James Lee, Head of Design.

‘Fitstagram’ sensation is the new Björn Borg ambassador

Bjorn Borg_Joe_Wicks_ActiveUnderwear

Björn Borg is pleased to announce Joe Wicks, better known as The Body Coach, as the newest ambassador to #TeamBorg. Since January 2014 more than 20000 people have signed up to Joe’s #90daysssplan, offering lean 15 minute meals and workouts – he has now got impressive 320k followers on Instagram and Twitter combined.

“It is an absolute pleasure to be working with Björn Borg. I have been a massive fan for a long time and I’m looking forward to working with the whole team,“ says Joe. “From HIIT training in the park to cooking crazy Lean in 15 recipes in my flat, I know that the Björn Borg brand will make me look and feel the part!”

Björn Borg UK Managing Director Callum Sneddon adds: “We think Joe will be an excellent ambassador for the sports collection. We love Joe’s positive attitude and fun way of promoting a healthy lifestyle – that makes him a perfect fit for Björn Borg.”

Björn Borg appoints Canoe PR


Swedish sportswear and underwear fashion brand Björn Borg has appointed Canoe PR to handle their UK press and publicity. The brand offers products in three main categories – workout, running and tennis – with men’s underwear being the most popular product. “We are really excited to be working with Canoe. They have a strong team and a great selection of brands that work well for Björn Borg as we further develop our sports fashion offer,” said Callum Sneddon, Managing Director Björn Borg UK.

Björn Borg pioneers in-game shopping


When Björn Borg launched its Spring/Summer 2015 collection, the Sports Fashion brand blew a kiss to the gaming world through the introduction of a completely new genre: the First Person Lover (not shooter!) game. Through the game, a new platform for e-commerce is introduced: in-game shopping. “We have taken the aesthetics from the First Person Shooter games and turned it upside down. We want to offer gamers and shoppers a whole new experience,” comments Marketing Director Lina Söderqvist.

The game lets the player equip their character with the new Björn Borg collection and fight the forces of evil with the power of love. Equipped with a love glove, you master your enemies with a hologram kiss blower, a flower petal thrower or rainbow caster made from pink gold, white leather and acrylic glass for the ultimate style experience.


The Spring Summer collection was first presented at Fashion Week Stockholm last August and is inspired by fictional worlds like mesmerizing mythical islands, lost worlds and visionary computer games. The First Person Lover Game is free of charge and was launched on January 28th 2015 at

Björn Borg unveils love weapons for upcoming ‘First Person Lover’ game

FPL_Kiss gun in game

Swedish fashion brand Björn Borg is to release their next collection through a free web-based game this January, introducing a new first person shooter genre where you battle evil forces with the power of love. In the new trailer for ”First Person Lover”, the brand unveils two weapons: a handgun that fires holographic kiss mouths and an automatic rifle that fires heart-shaped soap bubbles, parodying classic product-introduction videos such as those held by tech giant Apple.

As well as having fun with the innovative 30+ minute game, players will be able to shop Björn Borg clothing in an in-game shopping mall. The First Person Lover Game is free of charge and will be launched on January 28th 2015 at