Pride Collection

Björn Borg brings pride to sports with
'Be Proud. Be You'

Sports brand Björn Borg and the Pride and Sports Foundation have joined forces to create a place on sports fields and in the gym where you can proudly be yourself and start a conversation about inclusion and acceptance.

They initiate this with a series of awareness sports events in Amsterdam and Rotterdam and a special performance collection, which is now available at all branches and via the Bijenkorf website. The entire proceeds of the sale will go to the Pride and Sports foundation and will be spent on projects that promote emancipation, diversity and inclusion in sports.

In close collaboration with Loodswerk, we've developed a concept and design for Björn Borg for decorating the main Bijenkorf stores (in the Netherlands) and translated and produced this into physical in-store promotional materials.