Collaboration between two brands will also see bespoke packaging for limited edition ice cream bar.
Ice cream brand Häagen-Dazs is teaming up with sportswear company Björn Borg for a new tennis-themed collaboration.
The initiative will include a special pop-up in Björn Borg’s showroom in Oxford Circus, London – running from July 5-7 – where visitors will be able to buy the company’s new tennis whites, plus enjoy giveaways of a limited edition Häagen-Dazs product.
The Strawberries and Cream ice cream bar will feature bespoke packaging with a design that celebrates Björn Borg’s tennis legacy, as well as the heritage of Reuben Mattus, the founder of Häagen-Dazs, according to Event Magazine.
Jonas Lindberg Nyvang, global marketing director for Björn Borg, said: “We are proud to collaborate with an iconic luxury ice cream brand like Häagen-Dazs to create a signature design for their summer flavour Strawberries and Cream.
“Our designers have combined our sense of Scandinavian style with our tennis heritage, taking inspiration from our iconic founder to create this limited edition design.”
Arjoo Bose, marketing head for Häagen-Dazs in Northern Europe, added: “We are delighted to bring back our limited edition Strawberries & Cream ice cream bar to celebrate a cultural icon.”
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