BORG AND MCENROE TAKE THEIR RIVALRY TO THE NEXT LEVEL

BORG AND MCENROE TAKE THEIR RIVALRY TO THE NEXT LEVEL

The greatest sports duo of all time, Björn Borg and John McEnroe, will
now join forces through the launch of a limited edition underwear
collection. The unique collaboration will launch in August this year and
a portion of the revenues will be donated to the John and Patty McEnroe
Foundation.

The collection of four different underwear styles, two designed by Borg
and two designed by McEnroe, will be launched in the beginning of
August. The underwear is produced in a limited edition and will be
available only for a short period of time. The collection is inspired by
the golden age of tennis and has an air of the 80's, the era when the
almost four hours long Wimbledon final between the two friendly rivals
took place.

-          I'm very excited to do this collaboration with another great
tennis legend. McEnroe is the perfect match to Björn Borg and the
collaboration reflects our heritage and core values, says Arthur Engel
CEO at Björn Borg.

In addition to the 4% from the sales donated to charity, the
collaboration will also involve a charity auction. In the online based
auction ten unique pieces of Borg and McEnroe tennis memorabilia as well
as one hour ball time with each of the tennis icons will be offered to
the public, starting on July 2. All proceeds will be donated to the John
and Patty McEnroe Foundation, who in turn will benefit a number of
charities such as Laureus USA, J/P Haitian Relief Organization and
Riverkeeper.

This is the first time ever that another name than Björn Borg will be
covering the underwear's waistbands; the McEnroe designs will sport a
special waistband, featuring his own name. The limited edition
collection will be available on 17 markets, including large parts of
Europe, Canada and the USA as well as through the Björn Borg web shop.
 
 

For more information, please contact:
Pernilla Johansson, PR & Event Manager, Björn Borg.
Phone: +46 8 506 655 13,
E-mail:
pernilla.johansson@bjornborg.com (pernilla.johansson@bjornborg.com)

Press material can be downloaded at:
www.bjornlovesjohn.com/press (http://www.bjornlovesjohn.com/press)

The Group owns the Björn Borg trademark and its core business is
underwear. It also offers clothes, footwear, bags, eyewear and
fragrances through licensees. Björn Borg products are sold in around
twenty markets, of which Sweden and the Netherlands are the largest. The
Björn Borg Group has operations at every level from branding to consumer
sales in its own Björn Borg stores. Total sales of Björn Borg products
in 2010 amounted to almost SEK 1.7 billion, excluding VAT, at the
consumer level. Group net sales amounted to SEK 536 million as per
December 31, 2010, with 100 employees. The Björn Borg share has been
listed on NASDAQ OMX Nordic in Stockholm since 2007