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Björn Borg in ‘nude’ underwear video shocker

Swedish underwear brand Björn Borg has used "naked" models running loose in central Stockholm as part of an innovative campaign to promote a unique style of long underwear.

Björn Borg in 'nude' underwear video shocker

A short video released by the company on Friday shows a man and a woman disrobing as they stroll through the Swedish capital, eventually appearing to have shed all their clothes.

Despite looking as if they are completely naked as they saunter through Stockholm's chic shopping district, the models are actually wearing “pixel pants” long johns.

“Say 'Pixel Pants' at a Björn Borg Store in Sweden to get a pair of limited edition pixel-long johns for free,” the company said in a description below the video clip.

The limited-edition long underwear line's signature characteristic is a design featuring pixellated privates, which give the impression that the wearer is naked, but has somehow had his or her genitals pixellated.

“They’re a bit provocative,” one central Stockholm shop assistant told The Local, adding that no one had yet come in to claim the freebies as of 5pm on Friday.

“It’s typical of Björn Borg and the customers love it. They had another joke once on some boxer shorts saying ‘Keep your balls in place’.”

Indeed, Björn Borg has a history of using edgy campaigns with lots of skin to market its products.

In 2011, an image of two naked men jumping for Björn Borg underwear drying on a clothes line proved too racy for Facebook, prompting the social media site to erase the image from Björn Borg's page.

But it appears the Swedish underwear brand has learned from the Facebook incident in its approach to launching “pixel pants”.

“Björn Borg kids are streaking around @sweden! Pixels to keep it Youtube-friendly,” the company said on its official Twitter account in connection with the launch.

David Landes

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SPORT

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

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