(Filed Under wholesale Basics News). Swedish underwear brand Björn Borg recently launched the campaign “Spread The Spirit” aimed at documenting its global presence. Through the campaign, consumers are invited to send the company photos of themselves clad in their Bjorn Borg undies in “spectacular” settings, which the company then posts on its website. Inspiring “Spread the Spirit” was Swedish golfer Henrik Stenson, who stripped down to his Bjorn Borgs during a gold tournament in Florida earlier this year.
Through the campaign, Bjorn Borg is also organizing monthly challenges for fans such as “Bjorn Borg underwear at the highest peak” and “Bjorn Borg underwear at the hottest spot.” Each week, the company names a winner who is awarded a free collection, and each month a challenge winner is announced, who is awarded his or her own weight in underwear. By the end of this year, the company’s goal is to document its presence in every country worldwide.
In other news, for the spring/summer 2010 season Bjorn Borg is introducing the unisex lines Fun and Sport, the men’s line Original, and the Neat and Love All women’s lines. Seen are vibrant shades, prints and hand-drawn patterns, among other designs. Retail prices for the brand tend to run from approximately $24 to $36, and sizes from XS through XXL. It can be found at Freshpair.com and TopDrawers.com, among other retailers.
For further information, e-mail Katrin.Tijburg@BjornBorg.com.
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