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Björn Borg launches ‘love’-themed game, parodies Apple keynote for release

FPL_Kiss gun in game

Swedish sports fashion brand Björn Borg it set to unveil its latest collection through a web-based game, and has released a trailer that parodies keynotes made by the likes of Apple to introduce it.

Fist Person Lover, as it’s called, is a take on the typical first person shooter game; but this time based on battling evil forces using the power of love.

It consists of 30 minutes of game play in three levels, with “weapons” available including a handgun that fires holographic kisses and an automatic rifle that fires 50 heart-shaped soap bubbles in less than five seconds.

FPL_The Kiss gun
FPL_Bubble blaster

As announced in the spoof keynote (below), The Kiss Gun, as the former is named, is made entirely of rose gold. “It has a revolutionising 3D holographic firing system. We’ve spent hours and hours fine-tuning the recoil. Beautiful, right?” says the presenter.

The game also allows players to shop the collection through an in-game shopping mall.

It was created with Isbit Games and gaming star Christopher “GeT_RiGhT” Alesund, and will launch on January 28 via

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Avatars take to Björn Borg catwalk ahead of SS15 computer game launch


Gaming was at the centre of Björn Borg’s spring/summer 2015 show at Stockholm Fashion Week last week, as models wore avatar masks striding down the catwalk with a series of robotic movements.

That strategy was part of a teaser for the brand’s own computer game launch – “First Person Lover”, as it’s called, due January 2015. Further details have yet to be released, though head of design James Lee refers to the premise of the game as being about “creating more love in the world”.

“Gaming and digital animation has a great impact on fashion today and we wanted to pick up on this in the collection and show,” he expressed. In a behind-the-scenes video ahead of the launch, he adds that inspiration was found in the different fictitious worlds of a computer game, from underwater scenes to temples and more.

Projections inspired by the game were placed as the backdrop to the Stockholm show by creative show director Bea Åkerlund, who added: “I was really inspired by Björn Borg’s SS15 collection and their ‘First Person Lover’ game and wanted to recreate the experience for the audience. My intention with the show was to merge the full emotions of falling in love with how it would feel if you would climb into the computer game just for a second.”

Check out the highlight reel below…