Golfer’s wet ball prompts revealing underwear challenge

Swedish golfer Henrik Stenson's recent golf course strip show has prompted underwear maker Björn Borg to pick up the pace in its photographic hunt for international pant-wearing “Swedish exports”.

Golfer's wet ball prompts revealing underwear challenge

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”.


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Björn Borg’s son Leo set to make his Wimbledon debut

Four decades after Swedish tennis legend Björn Borg won a fifth consecutive Wimbledon title, his 16-year-old son Leo Borg is reportedly set to make his debut at the tournament.

Björn Borg's son Leo set to make his Wimbledon debut
Leo Borg's Wimbledon debut is yet to be officially confirmed. Photo: Hanna Franzén/TT

According to reports in British tabloid The Sun and Swedish tabloid Expressen, Borg will be awarded a wildcard to play in the Wimbledon junior event.

“Leo is very grateful about getting a wildcard for the qualifiers to junior Wimbledon,” Björn Borg told Swedish tabloid Aftonbladet.

“It will be an incredible experience and useful practice for the future,” he added.

A spokeswoman for the Wimbledon tournament did not want to confirm the decision, only saying that wildcard announcements and the main draw for the Juniors tournament would be made next week.

If confirmed, Leo Borg’s Wimbledon debut comes 39 years after Björn Borg defeated American rival John McEnroe, winning him his fifth consecutive Wimbledon title.

The iconic match has been called one of the greatest matches of all time and the story was adapted for the screen in the 2017 feature film Borg vs McEnroe, where Leo, bearing a striking resemblance to his fatther, played a younger version of Björn Borg.

During the 1970s and early 1980s Björn Borg won a total of 11 Grand Slam titles, five Wimbledons and six French Opens.

Björn Borg after winning his fifth consecutive Wimbledon title in 1980. Photo: Scanpix/TT