How do you own the court? You raise the game. Björn Borg is one of the greatest tennis legends of all time—a player who redefined the sport with relentless precision, mental strength, and undeniable style. But his winning attitude doesn’t stop at tennis. For decades, he’s been elevating underwear fashion with a bold, sporty edge. Naturally, the Björn Borg brand has dominated the game with legendary style, innovating with new fits, sustainable materials, and high-performance designs. But while their commitment to progress has been relentless, the packaging hasn’t always played its best match. Until now.
Like any true champion, staying legendary takes more than just a name—it takes dedication, precision, and an unshakable drive to evolve. That’s why we infused the fearless spirit of Björn Borg into every detail of this smashing redesign. From feel to function, every element serves up confidence, energy, and performance.
The bold red-on-red palette makes an unapologetic statement of ambition and fearlessness. A clean, modern aesthetic with an enlarged logo commands attention, while the smartly folded paper packaging features a cut-out tennis ball window—setting new standards in design and sustainability.
With this redesign, Björn Borg isn’t just updating its packaging—it’s changing the game. Elevating the customer experience. Owning the court. The match is on. Are you ready to play?
