- Huw Hughes
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Swedish sportswear brand Björn Borg is launching a global collaboration
with actor
and Altered Carbon star Joel Kinnaman.
The long-term collaboration, which will include campaigns and messages
in paid as well as owned channels, will feature Kinnaman as the new global
face of all product categories spanning underwear and sportswear, and aims
to “inspire more people to work out by highlighting the many benefits of
exercising; a common goal that both parties share.”
Commenting on the new collaboration in a statement, Henrik Bunge, CEO at
Björn Borg, said: ”We strongly believe in Joel’s ability to inspire both
men and women to start exercising and consequently feel better. Together
with our own and Joel’s belief that training makes people become better
versions of themselves, we have found a natural and perfect match. We’re
very happy and proud to involve him in our work, our culture and our common
goals.”
Kinnaman added: “I quickly realized that we had common values and views
of training – that it is a key in order to feel better in life. The fact
that Björn Borg also has a mandatory sports hour every Friday showed me
that they are serious about their ambition and their goals. To stay in
shape both mentally and physically has always been important to me and is
now a big part of my everyday life as an actor. Thus, it feels natural for
me to join Björn Borg in their mission to inspire people to exercise in
order to feel better.”
The first campaign with Kinnaman is expected to go live in January 2020
for the SS20 season.
Photos courtesy of the brand
