Press Releases

ADVANTAGE BJÖRN

FORMER ARCH ENEMIES IN UNDERWEAR BATTLE

When the first rock stars of tennis, Björn Borg and John McEnroe, have rivalled in underwear sales during fall, the Swede has taken a slight advantage over Mr McEnroe. But hope is not out for the American, it can still be a tie.

To the delight of the gathered world press as well as tennis fans all over the world, the two tennis legends Borg and McEnroe launched a limited edition collection of men’s underwear in July this year.

The collection of four different underwear styles, two designed by Borg and two designed by McEnroe, were launched in the beginning of August. The underwear was produced in a limited edition and will be available only for a short period of time. The collection is inspired by the golden age of tennis and has an air of the 80’s, the era when the now classic Wimbledon final between the two friendly rivals took place.

It is the first time ever that another name than Björn Borg has covered the underwear producer’s waistbands; the McEnroe designs sport a special waistband, featuring his own name. The limited edition collection is still available on 17 markets, including large parts of Europe, Canada and the USA as well as through the Björn Borg web shop. Interestingly enough, John has a lead on Björn’s home market Sweden with 54% to 46%, while Björn is ahead on most other markets. Nevertheless, John still has a chance to a tie!

For further information, please contact:
Pernilla Johansson, PR & Event Manager, Björn Borg AB. Phone: +46 8 506 655 13

E-mail: pernilla.johansson@bjornborg.com

The Group owns the Björn Borg trademark and its core business is underwear. It also offers clothes, footwear, bags, eyewear and fragrances through licensees. Björn Borg products are sold in around twenty markets, of which Sweden and the Netherlands are the largest. The Björn Borg Group has operations at every level from branding to consumer sales in its own Björn Borg stores. Total sales of Björn Borg products in 2010 amounted to almost SEK 1.7 billion, excluding VAT, at the consumer level. Group net sales amounted to SEK 536 million as per December 31, 2010, with 100 employees. The Björn Borg share has been listed on NASDAQ OMX Nordic in Stockholm since 2007.