To promote ‘The True Story’ in with which Björn Borg pays tribute to the first sporting boxer shorts, we launched a campaign in the Netherlands with gossip and backlash about the Swedish brand in order to make this True Story stand even stronger. Part of this campaign was an activation in the Bijenkorf where The True Story was presented as a book. When opening this book, a photo was automatically made of the person who opened the book and it appeared on a screen as a cover photo of a gossip magazine. This magazine cover could then be shared on social giving participants the chance to win a clothing voucher.