Fresh from a Brand retune, Häagen-Dazs is weaving its updated positioning into its ongoing Wimbledon sponsorship, inking a deal with Swedish fashion brand Björn Borg.

The sports fashion brand, best known for its underwear, has collaborated with the luxury ice cream company to create the bespoke packaging for Häagen-Dazs' strawberries and cream range.

The bright illustrations featured on the packaging were inspired by Björn Borg's roots in tennis, having taken its name from the Swedish former world number one champion of the same name.

The decision from Häagen-Dazs to team up a fashion brand follows on from a move away from glossy celebrity endorsements and an increasing emphasis on lifestyle and experiences from the brand in order to appeal to the "Instagram generation". 

Over the past 12 months the firm has unveiled a redesign created by Manchester-based firm Love, and rolled out a host of new products including a stick bar and minicup collection. 

Its marketing is now centered around the value young people place on experiences, with the shift coming together under the strapline: 'Everyday Made Extraordinary' as part of a new £5m campaign. 

Häagen-Dazs signed a five-year sponsorship deal with Wimbledon in 2016, kicking proceedings off with an Instagram campaign which captured reaction from the Centre Court during the tournament. 

As part of the latest deal, Björn Borg and Häagen-Dazs will host a summer tennis pop-up at the brand’s fashion showroom in Oxford Circus from the 3 to the 7 July to bring the collaboration to life. Visitors will be able to purchase products from the fashion brand, while Häagen-Dazs' will be dishing out free ice-cream.