Bjorn Borg is an international sports fashion brand founded in 1984. The brand is recognised for high-quality products, designed for people who want to feel active and attractive. The focus of the business is underwear and sports apparel for men and women, with product categories including tennis, running, and lifestyle.
After establishing on the Swedish fashion market during the early 1990s, the company has grown steadily. Apart from it’s core areas of underwear and sports apparel, Björn Borg also has operations in three other product areas: footwear, bags and eyewear. The products are sold in approximately 30 markets, the largest being Sweden and the Netherlands.
Our entire culture is founded on Björn Borg himself – the person and tennis superstar of the 70s and 80s. With an uncompromising attitude, Björn Borg took the world of tennis by storm. Between 1974 and 1981 he became the first male professional to win 11 Grand Slam singles titles. Not only that, Björn Borg became a fashion icon that changed tennis from being a white clothed sport into a colourful scene for the passionate and the brave. He proved that being active and making a difference is far more attractive than playing it safe, and it is that attitude that is the core of the Björn Borg brand today.