Supermodel Bar Refaeli has just launched a new underwear line called Under Me, This could result in another competitor for Bjorn Borg especially with its first campaign being tennis themed inspired. Both Under Me and the recent H&M collaboration with David Beckham, show more practical than sexy underwear with each range featuring only black, white and grey colouring. A mere opposite from Bjorn Borg but especially H&M high rocketing turnover indicates they are doing something right.

As a quote from Refaeli says ’ The philosophy is that underwear should complement your body, not steal the show, it was appealing to me to do a line of underwear from the fabric I like with the basic, comfy design I always look for, as well as underwear that can actually be delivered to your door’

As such, what is Bjorn Borg offering - apart from colour what do people associate with Bjorn Borg underwear and the player - what will make them stand out and make people buy them?

Toni xxx