Joel Kinnaman named as face of Swedish brand Bjorn Borg

Joel Kinnaman is the new global brand ambassador for sportswear company Bjorn Borg.The Swedish-American actor, known for his role as Rick Flag in Suicide Squad and for starring as Erik Heller in TV series Hanna, has been tapped to front campaigns for t…

Joel Kinnaman is the new global brand ambassador for sportswear company Bjorn Borg.

The Swedish-American actor, known for his role as Rick Flag in Suicide Squad and for starring as Erik Heller in TV series Hanna, has been tapped to front campaigns for the company’s upcoming underwear and apparel launches.

“I quickly realised that we had common values and views of training – that it is a key in order to feel better in life,” he said of the collaboration. “The fact that Bjorn 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. Thus, it feels natural for me to join Bjorn Borg in their mission to inspire people to exercise in order to feel better.”

In the first image, Kinnaman is posing in black gym gear featuring the Bjorn Borg logo while sitting in a gym. The full campaign for the spring/summer 2020 season is expected to go live in January.

Regarding the long-term collaboration, Bjorn Borg chief executive officer Henrik Bunge noted that the 40-year-old was a natural fit for the brand, especially as he already enjoys highlighting the many benefits of exercise.

“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,” he stated.

Bjorn Borg, named after the former professional tennis player of the same name, also offers footwear, bags and eyewear through licenses.

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Robyn to make fashion debut with Bjorn Borg capsule collection

Singer Robyn has teamed with sportswear brand Bjorn Borg to create her own capsule collection.The Dancing on My Own star joined forces with the label, which hails from her native Sweden, on a line titled RBN, with unisex tracksuits, hoodies and Bjorn B…

Singer Robyn has teamed with sportswear brand Bjorn Borg to create her own capsule collection.

The Dancing on My Own star joined forces with the label, which hails from her native Sweden, on a line titled RBN, with unisex tracksuits, hoodies and Bjorn Borg’s signature underwear all on offer.

The line drops in February (19), and marks Robyn’s first foray into fashion.

“I’ve always been interested in clothes, I’ve always collected clothes, and I’ve kept a lot of the stuff that I’ve used over the years,” Robyn told Vogue. “I really like the stories clothes tell. I always have ideas about the things that I like to wear and why, and I always enjoy finding clothes that have those extra layers, because you can always tell when someone’s put work into them.”

She worked with her close stylist friend, and long-time Bjorn Borg collaborator, Naomi Itkes on RBN, and together they took inspiration from former number one tennis player Bjorn Borg, the Swedish sports star who inspired the brand.

Robyn was given access to the brand’s archives, which she delved into during the design process.

“We looked at old pictures of Bjorn Borg, the kinds of shoes that he would wear, just to see what technology was doing at that time,” she recalled. “A lot of the materials that were used in the old clothes were so heavy and so different from what you can find nowadays, so we were trying to at least come as close as we could without making the clothes too expensive.

“I know they’re not cheap, but they’re not very expensive either, and that was really important to us. We were thinking about ourselves as teenagers and wanted to be able to buy these things (if) we were teenagers now.”

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