Bjorn Borg
Brand Information		  

• COLLECTION
• BJORN BORG.COM

Björn Borg is a Swedish company that owns and develops the Björn Borg brand. Our brand is recognized for high-quality products and creative and innovative design, influenced by the sporting heritage associated with the Björn Borg name. Underwear is our core and largest business area.

Nowadays, thanks to advertising, top athletes are portrayed as being bigger than the game, larger than life. Borg was all that, in his own right. As Boris Becker put it “Borg was the first popstar in tennis”, requiring police escort to protect him from wild fans and excited crowds. In terms of raising public attention, no tennis player has ever topped him.

The legacy of Björn Borg’s success during his career as a tennis player and his superstar status around the world still provide the brand with a strong platform for international expansion. One of the reasons for the brand’s success has been the ability to keep the collections on the forefront of fashion and trends. The brand is characterized by quality products with creative and innovative design, with a strong position among the younger age groups and with a faithful core of customers in all ages.

Brand