Björn Borg apparel

Björn Borg is a prominent Swedish sports fashion brand named after the legendary tennis champion. Founded in 1984 as World Brand Management (WBM), the company originally operated through licensing agreements before evolving into a vertically integrated lifestyle brand. The brand's breakthrough came in the 1990s with its innovative 'Classic Shorts 3201' underwear, which transformed men's undergarments from purely utilitarian items into high-fashion sports apparel. In late 2006, the company secured its independence by purchasing all trademark rights for $18 million and later rebranded officially as Björn Borg AB in 2017.

Today, the brand's headquarters are located in Solna, Sweden. While the design and strategic management remain in Stockholm, the manufacturing is outsourced to a global network of trusted suppliers. Production is primarily concentrated in Asia (including China, Vietnam, Cambodia, and Bangladesh) and Europe (notably Türkiye), with a focused approach on textile innovation and recently, the in-house integration of its footwear category. The brand is publicly traded on the Nasdaq Stockholm exchange and maintains a strong market presence throughout Europe, particularly in the Nordics and the Benelux region.