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#PrideMonth @BjornBorg Introduces: Blockchain + Marriage Unblocked = LOVE

Behind the initiative is the Swedish sports fashion brand Björn Borg taking a stand for love and equality once again.

Today love is controlled by states and religions – this means same-sex marriages are forbidden in 87% of all countries in the world. That’s the background to the initiative Marriage Unblocked – a digital platform where everyone, no matter the label, can propose, exchange vows and get married on blockchain, anonymously or proudly in public.


“We believe that sport is love and love is equal. The first basic right is to love whomever you want. With our new platform Marriage Unblocked we can decentralize power and open up marriages for everyone wanting to get married,” says Jonas Lindberg Nyvang, Marketing Director at Björn Borg.

The platform enables anyone to go down the aisle digitally, store their vows forever and get a certificate of their digital marriage. The first couple to get married on Marriage Unblocked is Sybille and Alexandra from Switzerland, a country where same-sex marriages are not recognized by law.

“We can now call each other wife and wife. This feels absolutely fantastic! Our blockchain marriage won’t give us any equal and legal rights yet, but feeling more accepted is a big step forward. We thoroughly hope marriage unblocked helps push societies to recognize a basic human right – marriage equality,” says Sybille and Alexandra.


Blockchain is a new technology that allows you to store information forever, without the involvement of any third parties such as the state or church. The most renown use case is Bitcoin, a cryptocurrency – but blockchain can be used to decentralize any system of power, not only banking. Now Björn Borg uses the same technology to open up marriages for everyone. The digital platform is built by Superblocks, a company that pushes the boundaries of blockchain.

­”Blockchain is not just a technological revolution, it is primarily a socioeconomic revolution. Through its permissionless nature, blockchain can provide new perspectives and solutions to many of the new challenges that societies face today. Marriage Unblocked is a great example of how we can use technology to question how marriage is controlled and set up,” says Thomas Backlund, founder of Superblocks.

Visit the platform: Marriage Unblocked,



The Group owns the Björn Borg trademark and its core business is underwear and sportswear. It also offers footwear, bags and eyewear through licensees. Björn Borg products are sold in around twenty markets, of which Sweden and the Netherlands are the largest. The Björn Borg Group has operations at every level from branding to consumer sales in its own Björn Borg stores. Total sales of Björn Borg products in 2017 for about SEK 1,5 billion, excluding VAT, at consumer level. Group net sales amounted to SEK around 699 MSEK in 2017, with an average of 212 employees. The Björn Borg share has been listed on NASDAQ Stockholm since 2007.

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