Long blonde hair, sweatband and tennis racquet: 30 years after his legendary successes on the court, even the most obstinate sport haters and under-40s will be familiar with the Swedish tennis icon Björn Borg. If you were out and about in Düsseldorf’s city centre last Saturday, you would have been able to meet the seventies sporting legend a whole nine times. To commemorate Germany’s first store opening in Düsseldorf’s Kö-Galerie shopping mall, nine Björn Borg doubles, scantily-clad in Björn Borg underwear, were in action from morning to evening.
And this didn’t only please the ladies: whoever discovered the Björn Borg doubles and got their photo taken with them was rewarded with a pair of free Björn Borg pants in the newly opened store. Game, set and match for this successful PR campaign.
