“Game, set, smash—underwear with a winner’s attitude”: How do you own the court? You raise the game. Björn Borg is one of the greatest tennis legends of all time—a player who redefined the sport with relentless precision, mental strength, and undeniable style. His impact stretched far beyond his Grand Slam victories; he became a global symbol of confidence, coolness, and the power of discipline. But his winning attitude doesn’t stop at tennis. For decades, he’s been elevating underwear fashion with the same bold, sporty edge that once dominated Wimbledon’s grass courts.

Naturally, the Björn Borg brand has continued to push boundaries, leading with innovation in fit, sustainable materials, and high-performance designs. Each collection carries that unmistakable energy: fearless, stylish, and uncompromising. Yet while the products themselves spoke the language of progress, the packaging hadn’t always played its best match. Until now.

Like any true champion, staying legendary takes more than just a name—it takes dedication, precision, and an unshakable drive to evolve. That’s why we infused the fearless spirit of Björn Borg into every detail of this smashing redesign. From feel to function, every element is crafted to serve up confidence, energy, and performance.

The bold red-on-red palette makes an unapologetic statement of ambition and fearlessness. A clean, modern aesthetic with an enlarged logo commands instant attention, while the smartly folded paper packaging introduces a tactile, premium feel. A cut-out tennis ball window adds a playful yet iconic touch, showcasing the product while setting new standards in both design and sustainability.

This redesign is more than a facelift—it’s a rallying cry. A new chapter that elevates the customer experience and honours the brand’s roots while looking firmly ahead. Björn Borg isn’t just updating its packaging—it’s changing the game. Elevating the everyday. Owning the court. The match is on. Are you ready to play?