Björn Borg: Who Are The Cotton Runners?

Are you a runner? If so, you may have noticed a strange pattern as of late, in the bottom of the leader boards from races all over Europe, one thing was prominent; runners named Cotton always came in last place. What is this odd coincidence? Well, cotton will slow you down, if you ask sports brand Bjorn Borg, who wanted to put their new Performance Underwear in focus during the campaign "Don’t run in cotton". Agency: Round&Round, Stockholm.