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Björn Borg Footwear signs up Red Alert

Björn Borg has signed a deal with agency Red Alert to manage its UK footwear accounts from spring 15.

The footwear brand told Drapers it was restructuring its srping 15 collection to appeal to a UK audience, adding three new silhouettes including tennis shoes, basketball trainers and high top trainers.

Christiaan Berg, marketing manager of Björn Borg said: “It’s a more global collection - we want to focus on a lifestyle range and we’re also introducing more technical fabrics like mesh.”

Dan Griffiths, co-owner of Red Alert Agency, added: “Getting a new brand on board is easy but finding brands with the right profile for our agency is much more difficult. We have to truly believe in a brand, that it will work in the UK market and that we can offer our customers something totally different than all the other brands that are currently active in the market.”

The brand has also inked a deal with Cologne-based agency Urban Styles to boost its German stockist base.

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