BBC News – Brand Borg: Brief encounter revives Bjorn’s fortunes

The Bjorn Borg company produces sportswear, bags, fragrances and fashion accessories, although it is best known for its range of designer underwear for men and women.Bjorn Borg was the first tennis player to receive the hysterical teenage adulation usually reserved for a rock star.

When he first played at Wimbledon in 1973, his ice-cold countenance and flowing blond hair created as much attention as the five successive titles he went on to win between 1976 and 1980.

The sight of excited fans brandishing items of underwear at the Swedish heart-throb during his epic battles on Centre Court was enough to have the predominantly middle-class debenture holders spluttering into their Pimm’s and choking on their strawberries.

But it proved to be a good boost for tennis.

The media coverage of hysterical teenage girls introduced the game to a new generation of spectators, and inspired a plethora of future champions.

Early retirement

Considered one of the greatest players of all time, Bjorn Borg is credited with developing a style of tennis which is still widely copied – a style which saw him win 11 Grand Slam titles.

He then shocked the tennis world in January 1983, when he announced his retirement at the age of just 26.

Fallow years followed, dominated by failed relationships, failed comebacks and failed businesses.

“It took many years to come to terms with myself and to discover what I really wanted to do,” he says.

“I had many choices and tried lots of things, some good, some bad,” he muses.

“The most disappointing thing was that people abused me,” he laments, “I thought those people were my friends. But they were all out to take advantage of me.”

Bouncing back

Borg took a step back to reassess his life and became involved with a different set of people.

He now lives outside Stockholm with his wife Patricia and their son.And helping him rebuild his life has been the renaissance of his clothing line.

The Bjorn Borg company produces sportswear, bags, fragrances and fashion accessories, although it is best known for its range of designer underwear for men and women.

via BBC News – Brand Borg: Brief encounter revives Bjorn’s fortunes.

Strange Random Tennis Quote:

“The public never appears to tire of endless courses of strawberries and cream, and the theory that you run the risk of boring people with endless photo montages of the Chelsea Pensioners in their dress reds, or close-ups of a Pimm’s Cup sprouting all kinda of flora, has yet to be proven. People like Wimbledon in the same way they like blue jeans or even their own spouses: for the pleasure yielded by their reliable sameness.” ― Peter Bodo, Courts of Babylon

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Posted on July 9, 2012, in Article and tagged , , , , , , . Bookmark the permalink. Leave a comment.

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