In 2026, the Björn Borg label is further developing its brand positioning as a sports fashion brand. The focus is on performance underwear and sportswear under the global motto #traintolive.
Andreas Johansson photographed the current BJÖRN BORG campaign against the backdrop of the photogenic Amalfi Coast. Among other breathtaking locations, he shot on the stunning artificial turf tennis court 'Tennis al Settimo Piano' ("Tennis on the Seventh Floor") in Positano, Italy.
Positano is a clifftop town on Italy's Amalfi Coast. It is known worldwide as the "vertical city" because its colorful houses cascade down the steep cliffs, seemingly plunging directly into the deep blue Mediterranean Sea. Positano is a renowned dream vacation destination and arguably the most photographed spot on the entire coast.
After years of being known almost exclusively for its extremely colorful boxer shorts, the Björn Borg brand management initiated a strategic turnaround. Under the motto "Back to our roots," the label has successfully positioned itself as a global sports fashion brand. Swedish tennis legend Björn Borg himself originally co-founded the fashion brand in 1984. However, he no longer holds operational control or a majority stake in the company.
If you want to learn more about Björn Borg, we recommend his autobiography, "Heartbeats," which he co-authored with his wife. In it, Björn Borg speaks very openly about the highs and lows of his life—from his legendary rivalry with John McEnroe to his darkest periods. His years of severe cocaine and prescription drug addiction, as well as his alcohol abuse and his battle with cancer—all of this is covered in the book.
Andreas Johansson is represented by the agency ANDREA HEBERGER.