• Sweden's news in English

Björn Borg shares his underwear with McEnroe

Clara Guibourg · 6 Jul 2011, 13:04

Published: 06 Jul 2011 13:04 GMT+02:00

Facebook Twitter Google+ reddit

The sports duo will be joining forces, through the launch of a limited edition underwear collection, and have chosen to market it with a Facebook campaign, asking users to find their ultimate opposite, among the 700 million other Facebook users worldwide.

"This campaign is a way for us to celebrate the unlikely friendship that Björn and John share," said Erik Jarnsjö, marketing director at Björn Borg, in a statement.

A test constructed by a professional psychologist will help Facebook users search for the person most different to themselves. Those considered to be absolute opposites will win a trip to New York City, and a meeting with the two tennis legends.

"The challenge was constructing a test which is complicated enough to reveal a person's total opposite among 700 million people," explained David Morgenstern, the psychologist behind the experiment, in a statement.

"For this to work, the results are based on how people react to images, which means there will be an endless number of different results and variables to compare. I'd call the test a combination of scientific seriousness combined with entertainment, scientific art."

The underwear collection, consisting of four styles and launched in August, is inspired by the golden age of tennis, and has an "air of the eighties", according to a statement released by Björn Borg on Wednesday.

Story continues below…

The 1980's was the era when the almost four hours long Wimbledon final between the two friendly rivals Borg and McEnroe took place.

Clara Guibourg (clarabara@hotmail.com)

Facebook Twitter Google+ reddit

Your comments about this article

17:08 July 6, 2011 by Great Scott
What bad English "The sports duo is joining forces", get it right The Local. I will give you a clue the word "is", is wrong.
08:03 July 7, 2011 by karex
LOL the headline can be interpreted in more than one way...
11:19 July 7, 2011 by Åskar
@karex, hehe it sure can.

One thing I would never ever do is buying something just because it has the name of some prominent person written on it. I leave that practice to morons.
16:01 July 7, 2011 by karex
@Askar: I second that sensible practice! I have better things to do with my money.
14:31 July 8, 2011 by tadchem
I hope for McEnroe's sake that Borg washes his underwear before handing it over.
Today's headlines
This is the new top boss of Swedish Ericsson
Börje Ekholm. Photo: Magnus Hjalmarson Neideman/SvD/TT

Telecoms giant Ericsson has appointed a new CEO after a turbulent year for the company.

These are Sweden's best universities: ranking
A new university ranking has been released. Photo: Cecilia Larsson Lantz/Imagebank.sweden.se

At least according to this global ranking, which picks 12 Swedish universities among the top-1000.

Swedish pharmacies restrict paracetamol sales for teens
The move is intended to cut paracetamol overdoses. Photo: Nora Lorek/TT

Sweden's pharmacies are banning teens under 18 from buying more than one pack of pills at a time.

The Local List
12 Swedish words with just awesome literal translations
A filthy-minded lobster, i.e. a snuskhummer. Photo: Gorm Kallestad/NTB scanpix/TT

One of our favourite things about the Swedish language is its wonderful compound words, which range from being utterly bizarre to making perfect sense.

Rwandan genocide suspect held in Sweden
A memorial centre in Kigali, Rwanda. Photo: Ben Curtis/AP

A man has been arrested in Sweden suspected of involvement in the 1994 Rwandan genocide which claimed 800,000 lives.

Sweden can extend border controls, EU says
A police officer carrying out a check at Sweden's border with Denmark. Photo: Emil Langvad/TT

EU countries including Sweden should be granted permission to extend temporary border controls by a period of a further three months, the European Commission has decided.

Nobel Prizes
'I'd say he's arrogant but I'd be lying': Swedes on Bob Dylan
Bob Dylan performing in France. Photo: David Vincent/AP

Almost two weeks have passed since Bob Dylan was awarded the Nobel Prize in Literature and he has yet to acknowledge the win. The Local asked Swedes what they think of the singer's silence.

Sweden cuts 2016 refugee forecast by thousands
A Swedish migration authority office in Stockholm. Photo: Maja Suslin/TT

The country has also slashed its prediction for 2017.

Swedish researchers plan new trucks for women drivers
File photo of trucks in Sweden. Photo: Thomas Johansson/TT

Could vehicles adapted for women attract more female truckers to the profession?

These stats show Swedish driving isn't so gender equal
File photo of a Swedish woman driving a car. Photo: Pontus Lundahl/TT

A new survey shows that few Swedish women get behind the wheel when driving with their male partner.

Sponsored Article
Last chance to vote absentee in the US elections
Property of the week: Kungsholmen, Stockholm
Sponsored Article
This is Malmö: Football capital of Sweden
The Local Voices
'I simply don’t believe in nationality'
Why we're convinced Game of Thrones is based on Sweden
Blog updates

6 October

10 useful hjälpverb (The Swedish Teacher) »

"Hej! I think the so-called “hjalpverb” (auxiliary verbs in English) are a good way to get…" READ »


8 July

Editor’s blog, July 8th (The Local Sweden) »

"Hej readers, It has, as always, been a bizarre, serious and hilarious week in Sweden. You…" READ »

Sponsored Article
Where is the Swedish music industry heading?
People-watching: October 21st-23rd
Sponsored Article
Why you should 'grab a chair' on Stockholm's tech scene
Fury at plans that 'threaten the IB's survival' in Sweden
Analysis & Opinion
Are we just going to let half the country die?
Angry elk chases Swede up a lamp post
Sponsored Article
Stockholm: creating solutions to global challenges
The Local Voices
'Alienation in Sweden feels better: I find myself a stranger among scores of aliens'
Sponsored Article
Swedish for programmers: 'It changed my life'
People-watching: October 20th
The Local Voices
A layover at Qatar airport brought this Swedish-Kenyan couple together - now they're heading for marriage
Sponsored Article
Top 7 tips to help you learn Swedish
Swede punches clown that scared his grandmother
Sponsored Article
‘Extremism can't be defeated on the battlefield alone’
Fans throw flares and enter pitch in Swedish football riot
Could Swedish blood test solve 'Making a Murderer'?
Sponsored Article
Stockholm: creating solutions to global challenges
Property of the week: Linnéstaden, Gothenburg
Sponsored Article
Why you should 'grab a chair' on Stockholm's tech scene
Swedish school to build gender neutral changing room
Sponsored Article
Where is the Swedish music industry heading?
People-watching: October 14th-16th
Sponsored Article
One expat's strategy for making friends in Stockholm
Man in Sweden assaulted by clowns with broken bottle
Sponsored Article
Nordic fashion in focus at Stockholm University
Nobel Prize 2016: Literature
Watch the man who discovered Bob Dylan react to his Nobel Prize win
Record numbers emigrating from Sweden
People-watching: October 12th
The Local Voices
'Swedish startups should embrace newcomers' talents - there's nothing to fear'
How far right are the Sweden Democrats?
Property of the week: Triangeln, Malmö
Sweden unveils Europe's first elk hut
People-watching: October 7th-9th
The Local Voices
Syria's White Helmets: The Nobel Peace Prize would have meant a lot, but pulling a child from rubble is the greatest reward
jobs available