Björn Borg is a Swedish sports fashion brand, named after the legendary tennis player, that designs and sells underwear, sportswear, bags, footwear, and accessories with a sporty and Scandinavian aesthetic. The brand operates both a direct-to-consumer e-commerce channel and wholesale distribution through retailers across multiple markets. Founded in 1989 and listed on Nasdaq Stockholm, Björn Borg targets active, style-conscious consumers primarily in Sweden and internationally.