Many have felt uneasy about the dark rivalry between first and foremost political antagonists as of late. What’s with the UK and the EU for instance? Trump and Clinton? Nationalism vs. globalism? And the tone on Twitter has reached new levels when it comes to hate and insults. But why? Rivalry doesn’t have to be gruff. Our rivals make us better, keep us on our toes and are the main reason to our success. This Valentine’s Day, sport fashion brand Björn Borg introduces the world’s first Twitter connected punching bag to encourage a change in the tonality in social media, and show what rivalry is really about; love and respect.
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