The tennis legend’s public relations wing decided to launch the new “Spread the Spirit” campaign shortly after Stenson was caught on camera lowering his iron shaft towards a wet ball wearing nothing but a pair of Björn Borg undies.
“We were really inspired by this particular Swedish export, and when we launched our new site we decided to really push the Swedish export campaign again,” spokeswoman Rocky af Ekenstam Brennicke told The Local.
The company urges customers to emulate the under-dressed golfer by sending in photos of themselves, showing “in one picture that you are having the most fun in your Björn Borgs.” Swede Amanda Sundberg, for example, rose to the challenge by hopping into the Baltic Sea with her cousin, both wearing their smalls and armed with old wooden tennis racquets. Bearers of the underwear brand can visit the company website to find out more information about the various scantily clad challenges on offer.
“People can send in pictures of themselves from very cold places or very hot places, for example, or they can set their own challenges and invite other people to take part,” said af Ekenstam Brennicke.
So far the company has received “three or four hundred pictures” from customers hoping to win their weight in underwear.
“But we really want to cover the map and are expecting images to come in from all over the world.”
Rocky af Ekenstam Brennicke added that the website had gatekeepers examining every picture to ensure that the published images reflected a spirit that was “playful, vibrant and daring”.
See also: PHOTO GALLERY