Because I got High….. Bjorn Borg trades drugs for Active wear.

No you’re not hallucinating Bjorn Borg’s latest campaign, ‘Chase The Exerhighs’ really did see the Swedish sportswear brand opening up a shop in Amsterdam last week where people could swap gear for gear. i.e. You could literally go in and swap some drugs for some new sportswear as a way to emphasise how the same feel-good chemicals from narcotics are also released in your body when taking part in sport. With the admirable intention of encouraging people to look further than the superficial advantages of exercise and embrace the mental health benefits in an original and fun/non preachy kind of way.  More information of which can be found in this mad af/informative video..

bjornborg.com/uk/exerhighs

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