By  on April 21, 2008

Tennis champion Björn Borg is hoping to serve an ace to the U.S. market with a namesake collection of underwear for men and women launching in August.

The winner of five successive Wimbledon singles championships retired from the tennis circuit in 1983 and became a fashion entrepreneur in 1989 when he created Björn Borg underwear. The Stockholm-based $370 million Björn Borg AB, which includes fragrances, accessories, shoes and sportswear licenses, as well as 36 stores and franchises, went public last year. In addition to Sweden and the Netherlands, the underwear brand also began selling in the U.K. in 2006 in 120 in-store shops at stores such as Harvey Nichols, Selfridges and Urban Outfitters.

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