Björn Borg, a name synonymous with tennis excellence in Sweden and globally, remains an iconic figure, especially for older generations. Born in 1956, Borg epitomized the classic Swedish success story: a boy from Södertälje who honed his skills hitting balls against his garage door, transforming into a global idol with his flowing hair and signature sweatbands. His dominance on the tennis court culminated in numerous Grand Slam victories, achieving an almost mythical status before his abrupt retirement at the young age of 26. Although he attempted a comeback in the early 1990s, the magic had faded, and the game had evolved beyond his style. His legacy, however, transitioned from the court to the world of fashion, most notably with the creation of his eponymous underwear brand.
Following his retirement, Borg embarked on a path less traveled by athletes of his era, establishing a successful clothing brand, primarily focused on underwear. Viktor Magnusson, reflecting on Borg’s brand success, emphasizes the pre-existing positive associations with the name, representing stability, fairness, and calmness. This pre-built reputation allowed the brand to focus on the product rather than establishing the identity of its founder. This strategy contrasts with newer brands that must invest heavily in building brand recognition and consumer trust. Borg’s transition exemplifies how a strong personal brand can be leveraged to create a successful business venture.
Borg’s foray into the fashion world follows a tradition established by earlier tennis legends like René Lacoste and Fred Perry, who successfully transformed their sporting fame into clothing empires. Lacoste, nicknamed ”The Crocodile” for his tenacity on the court, revolutionized tennis attire with the invention of the short-sleeved, collared shirt, later known as the polo shirt. His brand, founded in 1933, maintains an aura of elegance and sophistication. In contrast, Fred Perry’s brand, launched in 1952, adopted a more rebellious image, becoming popular among various youth subcultures. These pioneers demonstrated the potential of leveraging a strong personal brand, particularly in a sport with a global audience, to create enduring fashion legacies.
The success of these athlete-driven brands highlights the value of established figures in opening doors to the market. Consumers come with pre-existing associations and recognition, providing a significant advantage over new brands that must invest heavily in building awareness and trust. Magnusson uses the analogy of a ”cholabom,” a made-up word, to illustrate the challenge of creating recognition from scratch. Established names, on the other hand, bring instant credibility and a narrative that resonates with consumers. This inherent advantage significantly accelerates market penetration and brand building. The case of Fred Perry, whose charisma extended beyond the tennis court to captivate even Hollywood icon Marlene Dietrich, further emphasizes the power of personality in building a compelling brand narrative.
The longevity of a brand, however, hinges on effective management and adapting to evolving consumer preferences. Magnusson uses the Ford Motor Company as an example, highlighting how the company has survived for over a century by adapting its product line and moving beyond the iconic Model T. Similarly, an athlete’s career has a limited lifespan. Their time in the spotlight is finite, and maintaining relevance requires strategic brand management and evolution. This principle is exemplified in the case of Stan Smith, whose relatively modest tennis career, despite being ranked number one in the world, was eclipsed by the iconic Adidas shoe bearing his name. This ”co-branding” strategy demonstrates the power of associating a product with a recognizable name, even if the individual’s fame has faded.
The story of Chuck Taylor further illustrates the enduring power of a well-managed brand. A basketball player and businessman, Taylor’s name became synonymous with the Converse Chuck Taylor All Star, a shoe that has transcended its sporting origins to become a timeless fashion staple. While Stan Smith lacked the charisma of a global superstar, basketball legend Michael Jordan, with his unparalleled charisma and on-court dominance, transformed the Nike Air Jordan into a cultural icon. Magnusson emphasizes the importance of personality and charisma in creating a truly impactful brand, acknowledging the difficulty of pinpointing the precise formula for success. He uses the example of table tennis player Truls Möregårdh to illustrate the potential of a unique name to resonate with consumers, particularly in specific markets like China, where athletes like Jan-Ove Waldner maintain legendary status despite their careers ending years ago. Ultimately, the success of athlete-driven brands depends on a complex interplay of talent, personality, strategic brand management, and adapting to the ever-shifting sands of consumer preference.
