bjorn borg pride

Björn Borg presents Pride work-out sessions at Bijenkorf

Björn Borg has developed a collection, especially for Pride. The collection is available at Bijenkorf. To raise further awareness it organizes work-out sessions on the roof of the department store.

Together with Pride and Sports, a foundation for LHBTIQ+ in sports, the sessions take place on June 17 and June 18 (Roze Zaterdag). Pride and Sports create a place in sports and the gym. So everybody can proudly be themselves. Participants from the LGBT+ community, consumers, influencers, and ambassadors will get together.

Pride and Sports and Björn Borg together declare: ”In an environment where taboos still reign supreme, it is even more important to start the conversation and to stimulate positivity. At the core, Pride is an expression of love. Love for yourself, for who you are, for what you have achieved, the world around you, and the people you share it with. But whether we like it or not, we are often too hard on ourselves. We compare ourselves to others, set impossible goals, or are afraid of alienating the people we love. Because we are not normal – whatever that may be. It is easy to forget that there are also people who see us in a completely different light: full of love, acceptance, and pride. That is why we want to fight for an environment where it is normal to speak out. Where friends and teammates openly share their pride and love for themselves and each other. In sport, on the field and outside the lines.”

The entire proceeds of the Be Proud. Be You. collection will go to the Pride and Sports Foundation and will be spent on projects that promote emancipation, diversity, and inclusion in sports.

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