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Björn Borg AB

Publications on european-business
Interview with Henrik Bunge, CEO of The Björn Borg Group

The world doesn’t need more black shirts, but a brand that inspires

In the 1970s, Björn Borg was a world-famous Wimbledon champion. These days, however, his name may be more closely identified with sports apparel and underwear: The Björn Borg Group, founded many years after Borg’s retirement as an athlete, has transformed his name and history into a strong brand with a high recognition value. European Business spoke with the company’s CEO Henrik Bunge about staying up to date with consumers‘ demands, crafting a strong brand from an inspiring individual’s journey and the need for recruiting the right people to achieve success.