Game, set and match: Björn Borg blends gaming culture with fashion promotion

06 : 02 : 2015 Björn Borg : First Person Lover : Gamification

Stockholm – Fashion brand Björn Borg has launched a computer game to accompany its new season collection.

First Person Lover by Björn Borg, Stockholm First Person Lover by Björn Borg, Stockholm
First Person Lover by Björn Borg, Stockholm First Person Lover by Björn Borg, Stockholm
First Person Lover by Björn Borg, Sweden First Person Lover by Björn Borg, Sweden
First Person Lover by Björn Borg, Stockholm First Person Lover by Björn Borg, Stockholm

The fashion combat game, which is rather confusingly called First Person Lover, comes with the tagline, 'Battle evil forces with the power of love', and features kitschy graphics and cutesy weapons such as the Kiss Gun, Bubble Blaster and Teddy Grenade, a pink teddy bear that explodes into a rainbow-coloured puff of smoke. One key move in the game involves blasting other characters’ clothes off.

Björn Borg is named after the Swedish tennis champion whose career peaked during the 1970s. The brand uses this new gamified promo experience to build on its sports-based identity by emphasising the spirit of competition and by dressing the characters in its own latest sportswear. Alongside the Weapons and Leaderboard tabs, gamers can also choose the Collection option to simply view the clothes.

This isn't the first crossover between the unlikely partners of fashion and game culture. Reed + Rader made a fashion film for V Magazine using video game technology in 2013, and Louis Vuitton released a cute game to accompany its Yayoi Kusama collection the previous year. For more on how gaming culture is infiltrating every sector read our Gamification microtrend.

You have 1 free News articles remaining. Sign up to one of our membership packages from just £100 a month.
View Subscription Offers Sign in

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more