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Published
Dec 5, 2019
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Joel Kinnaman named face of Björn Borg

Published
Dec 5, 2019

Swedish-American actor Joel Kinnaman is set to front Björn Borg’s 2020 campaigns as part of a long-term collaboration.


Björn Borg


Brand CEO Henrik Bunge said the deal with the actor, who is best known for his roles in Swedish film Easy Money and the Johan Falk crime series, is a “perfect match”.

Kinnaman will be the global face of all product categories, including underwear and sportswear, and appear in a series of marketing campaigns geared towards highlighting the benefits of working out.

Henrik Bunge 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.”

Sports has always been part of Björn Borg’s DNA, understandably, given its roots. The brand is named after one of the greatest tennis players in the history of the sport, and although it is best known for its designer underwear, the sports clothing category has been growing steadily over the last years.

Joel Kinnaman said: “I quickly realised 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.” 

The first campaign with Joel Kinnaman is expected to go live in January 2020 for the SS20 season.

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