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International Men's Day - Real Men vs. Good Men

BJÖRN BORG QUESTIONS MALE STEREOTYPES ON INTERNATIONAL MEN’S DAY

Nov 17th 2017

To shed some light on male stereotypes for the upcoming International Men’s Day, sportswear brand Björn Borg is launching a video highlighting traditional male stereotypes in one of the world’s most gender equal countries - Sweden. The video aims to acknowledge preconceived opinions and trigger conversations among men, in order to change and break obsolete stereotypes.

Our society has a set of ideas on how we are expected to act, speak, dress, groom, and conduct ourselves based upon our assigned sex. This set of ideas converts to gender stereotypes that very often are out-dated.

Sports fashion brand Björn Borg wants to challenge obsolete stereotypes by acknowledge and highlight preconceived opinions and redefine what it means to be a real man. The video is launched before the International Men’s Day, to raise the question regarding men’s roles in reproducing male stereotypes.

Jonas Lindberg Nyvang, Marketing Director at Björn Borg, said:

- As a sport fashion brand, we reach out to many young men and we want to use our channels to trigger conversations among men, make them highlight their own preconceived opinions and views on male stereotypes and start talk about the consequences certain male stereotypes entails.

The video was shot in Sweden, which is considered one of the most gender equal countries in the world. However, the answers to the questions shows that there is still a lot of work to be done, exemplifying that the issue needs to be raised further and wider and beyond the Swedish border.

Jonas Lindberg Nyvang, Marketing Director at Björn Borg, said:

- We are very aware that this initiative is just a small piece of a big puzzle, but if we can trigger men to start talk, rethink and ultimately redefine what it means to be a real man, we believe we have the responsibility to raise the question.

In collaboration with MÄN - A non-profit, feminist organisation founded in 1993 as a platform for men to take action against men’s violence towards women. They work to change destructive masculinity norms and reduce male violence. Their vision is an equal world free from violence.

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