Björn Borg made tennis nicer, sexier and gave it more attitude then somebody before him could achieve. Especially the games against John McEnroe, for example Wimbledon finale 1980, that are still a legend of its time. The brand Björn Borg manages this legacy though nice and sexy underwear, shoes with attitude. Björn Borg is sport attitude with a nice design combined. This is also the secret behind good streetwear, and that also includes underwear.