Björn Borg, the Swedish underwear company, has formed a new subsidiary, Björn Borg Sports, to manufacture athletic and functional wear in cooperation with its Dutch distributor. The new division, which will be owned at 51 percent by Björn Borg and 49 percent by Dutch Brand Management, will focus on apparel in the Netherlands. The collections will include sports fashion and functional sports wear for both men and women, sold to distributors in Björn Borg's current markets. At first the company will concentrate on the larger markets. Sander van Gelder will be the chief executive of Björn Borg Sports, coming from the same position with Puma's Benelux operations. Fabian Månsson, director at Björn Borg AB, will be chairman, with other board members including Arthur Engel, CEO of Björn Borg, and Henrik Fischer, vice president and international sales director.