Björn Borg has announced higher sales and operating profit for the quarter ended on Sept. 30. The positive performance was driven by increasing marketing efforts. Lady Gaga also drove interest to the brand when she posted a photo of herself on Instagram wearing Björn Borg pieces during a yoga session. Sales increased by 14.3 percent to 205.7 million Swedish kronor (€20.7m-$24.4m) in the quarter, with a marginal impact of currency fluctuations. Operating profit increased to SEK 32 million (€3.2m-$3.8m) from SEK 24.7 million. Net profit, however, decreased slightly to SEK 24.6 million (€2.5m-$2.9m) from SEK 24.7 million.