This bear-riding shirtless man is promoting Björn Borg, no joke!

When you think of Björn Borg you think of great tennis, luxurious golden locks and really expensive underpants – or at least I do, particularly the pants. What I don’t think of is high octane online gaming, of gun-toting lovers destroying negative bad guys on screen, or of a shirtless man riding a giant bear. But then, what do I know; apparently that’s exactly what Björn Borg is all about these days.

To launch his SS/15 range Garbergs has commissioned an online game where you can do all of the above as a character dressed in items from the collection. Beating the crap out of evil while looking quite the dandy in your on-trend wardrobe. Watch the trailer, play the game, marvel at the bizarreness of this campaign. It’s flippin’ great!