eSports as a marketing-tool; Fashion label Björn Borg advertises their own fashion-game with $6.000 worth tournament

eSports goes en vogue! After Beats by Dr. Dre and High Tech Computer Corporation announced their engagement in the gaming world, Swedish fashion label Björn Borg announces a Counter-Strike: Global Offensive tournament with a prize pool of 6.000 USD.

The so-called ‘First Person Lover Challenge by Björn Borg’ (FPL) will take place at the end of February. Exclusively online! Swedish tournament organizer Fragbite, known for the Fragbite Masters, is going to host the challenge, joined by popular Counter-Strike commentators Anders Blume and Auguste Massonat.

Promoting their own advertising campaign

In addition to advertising their own brand, Björn Borg uses the eSports tournament to promote the eponymous fashion game ‘First Person Lover‘, which was developed as part of the promotional campaign for Björn Borg’s spring- and summer collections.


The game promises an ‘Online Fashion Game Experience’, and according to, this has been an absolute novelty in the world of fashion. So far, the fashion industry has never used a video game for advertising purposes.

International coverage guaranteed

In order for Björn Borgs investment to be of use, and so the label can look forward to significant figures, they put up teams that would attract especially European viewers. With players from Sweden, France and the Ukraine important locations for the fashion label were covered.
Image sources: bjö


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