Bjorn Borg opens 'Chase the Exerhighs' pop-up in Amsterdam to launch campaign

By

Shomara Roosblad

Published
Sep 21, 2018

Last week, Swedish sports and underwear label Björn Borg unveiled a pop-up shop in Amsterdam for the brand's ‘Chase the Exerhighs’ campaign.

At the pop-up shop, which is located in the city centre of the Dutch capital, people are able to swap drugs for sportswear. The label said it chose for the remarkable currency to teach people that they get the same high from drugs while working out.

The ‘Chase the Exerhighs’ campaign features the label’s workout collection, including a ‘exerhigh’ T-shirt that is available for €29.95. Furthermore, the campaign focuses on the hypnotizing euphoria and joy of exercise.

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Jonas Lindberg Nyvang, marketing director at Björn Borg, said in a press release: “I believe anyone can agree with us that exercise is better than drugs! It's amazing how the brain reacts to exercise and euphoria at the same time. In fact, training releases such as the amount of stimulating substances in your brain that it could be illegal in some countries.”

Björn Borg said that the Amsterdam pop-up has already generated high levels of interest. People who visit the store, and swap drugs for sportswear, receive vacuum-packed items from a limited edition Björn Borg collection featuring exclusive illustrations by Patrick Saville.

The ‘Chase the Exerhighs’ campaign will be introduced in all main markets in which Björn Borg (including the Netherlands) is present, both in-store, outdoor and digital.