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Bjorn Borg

Björn Borg plays a tennis match on the border between the U.S and Mexico Swedish sportswear brand Björn Borg has orchestrated a tennis match on the U.S. – Mexican border with one player on each side of the border, half the tennis court on Mexican soil and the other half on US soil. Borg Open – Tennis across Borders – is an initiative intended to manifest an open world in which sport has the power to unite people. Henrik Bunge, CEO of Björn Borg, said: “Borg Open is our way to state that we, as a sportswear brand, believe in an open world. Unfortunately, the activity is not likely to make those people who promote raising walls change their opinion. But, with our heritage, we know that not only tennis nets, but sport in general, has the power to unite people. We hope to inspire people to reach out to their neighbours and do sport together instead of building walls.”

Advertising Agency:Round & Round, Stockholm, Sweden
Creative Director:Andreas Ullenius
Art Director:Fredrik Josefsson
Copywriter:Erik Strom
Photographer:Klaus Thymann
Additional Credits:Sofie Gustafsson, Henrik Hallberg