Bjorn Borg’s new Performance Underwear collection is not what you think

The announcement came as the sportswear brand posted a 7% rise in sales

(Bjorn Borg /Jimmy Backius)

Bjorn Borg is expanding his sports clothing line after posting annual sales growth of 7 per cent.

The launch of the Performance Underwear line may make him the first celebrity tennis star to put his name to a pair of pants.

The collection is designed for regular training or gym work and comes in three categories for men and three styles of bra and shorts for women.

Men’s versions come with three levels of support including Performance and Performance Pro, which has better support for more intense workouts and comes with mesh inserts on the crotch, pouch and at the back, for additional breathability.

A third version, Performance Pro Windproof, is suitable for winter sports.

(Jimmy Backius / Bjorn Borg)

The announcement came as the sportswear brand posted a 7 per cent rise in sales to SEK 574. 3 million (£47.5million) last year, although sales were flat when adjusted for impact of a weaker currency.

Bjorn Borg — named after the former tennis player — currently has an outlet in Wembley and its goods are stocked in 20 London shops such as John Lewis and Selfridges.

Last year it announced plans to open a shop in the West End in time for Wimbledon.

“We feel it is important to have our own flagship store [in London] in order to properly convert our true brand identity,” a spokesman said.