is the new face of Swedish sports fashion brand Björn Borg

Björn Borg launches their first campaign together with Joel Kinnaman after announcing global collaboration. The first campaign of the long-term partnership, which was announced in November last year, features the sports apparel collection and aims to inspire more people to work out by highlighting the many benefits of exercising.

“Björn Borg approached me with this idea of a partnership and soon we realised that we stand for the same type of values and attitude towards sports. The constant struggle for betterment that sports build on is something that I’d like to think reflects onto all aspects of my life, and this is a message that we both want to convey and inspire others with.”, says Joel Kinnaman.

“We believe in partnering up with strong role models that share the same values as us, as well as our view on training and how it makes us become better versions of ourselves. Therefore, we're really proud and excited to be working long-term with Joel and together with him highlight this subject through different initiatives and activities.”, says Emma Bengtsson, Brand Communications Manager at Björn Borg.

The actor, currently shooting the sequel to the Suicide Squad movie, says that training has always been a big part of his lifestyle, not least when preparing for a movie. “If I’m training for a specific role my schedule is crazy, for the Netflix series Altered Carbon I trained three to five hours a day over six months to get into the role. On a normal week, I try to get in a mix of Thai boxing, Brazilian Juijuitsu, Surfing and weight-lifting.”

About the sportswear collection highlighted in the campaign, Joel Kinnaman comments: “I’ve gotten really into the sports collection lately, the fit of the shorts works well for me and the BORG-tee, which is a little longer in the body, complements my body type and dynamic training perfectly. At the same time, I have been wearing Björn Borgs underwear since I was a teenager, so it feels great to be collaborating now.”

The products featured in the campaign are available at www.bjornborg.com.