Are you a runner? If so, you may have noticed a strange pattern as of late – in the bottom of the leader boards from races all over Europe, one thing was prominent; runners named Cotton always came in last. What is this odd coincidence? Well, cotton will slow you down, if you ask sports brand Björn Borg, who wanted to put their new Performance Underwear in focus during the campaign “Don’t run in cotton”.
Sport Couture is a capsule collection by Björn Borg that will launch on www.bjornborg.com on 19th January, 9 AM CET. The collection is presented together with Xu Box, which consists of multi-talent Mimi Xu and illustrator Maily Beyrens. Apart from modeling the collection, Mimi Xu also produced the music in the film while Maily Beyrens has made all the animations.
Directed by: Nils Ljunggren. Featuring: XuBox, Mimi Xu, Maily Beyrens. Music: Mimi Xu. Illustrations and animation: Maily Beyrens. Creative Direction: Naomi Itkes. Art Direction: Johan Avedal. Director of photography: Erik Sohlstrom. Editor: George Cragg