50 years after Fila helped transform tennis, Bjorn Borg continues to further the iconic brand's legacy

WATCH: Bjorn Borg's interview with Tennis Channel at Indian Wells

With bespoke suit jackets and spring-signaling pastel shirts, Tennis Channel's Steve Weismann and Prakash Amritraj were dressed to impress Friday at Indian Wells. But when Bjorn Borg walked on the set, all eyes floated to the man whose style remains timeless.

"I was very fortunate to be part of lifting tennis to a different level," said Borg during an expansive conversation. (Watch above.)

As he did in winning five consecutive Wimbledons and four consecutive French Opens (Borg won six Roland Garros titles overall), the 66-year-old Swede donned a fashionable Fila polo that fit just right. Then, he recounted an era when he and his contemporaries transcended the sport—and transformed a game that continues to grow to this day.

This was Borg's first time at the BNP Paribas Open since many of the tournament's similarly grandiose changes, and he couldn't help but take notice.

"To come to Indian Wells, it's amazing," said Borg. "The tournament, the stadium, the people. Coming back to see this, it's unbelievable."

The iconic "F" insignia can be seen around the Indian Wells Tennis Garden, with chair umpires, ballpersons and tournament officials wearing what Borg made famous generations ago. And, which another Borg might continue to do: Bjorn's 19-year-old son, Leo.

"My son is playing a lot, he's playing with the Fila of course," said Borg. "I told him he had to play with Fila. No other brand."

Bjorn's commitment to Fila is practically nonpareil in sports. He first signed with the brand in 1975, and in 2018 became Fila's global brand ambassador.

As part of the Italian company's 50 years in the sport—and looking forward to its next 50—the following events have or will happen at Indian Wells:

• FILA is doubling down on its commitment to the next generation of tennis players by donating more than 200 tickets to local Coachella Valley high school tennis teams to attend the 2023 BNP Paribas Open. FILA will host tennis teams from nine local schools throughout the two weeks of the event, providing young players the opportunity to watch the world’s best of the ATP and WTA Tours compete in their backyard.
• FILA hosted Gerald Ford Elementary students on Monday to have a Q&A with John Isner and Reilly Opelka.
• FILA is title sponsoring the first-amateur event at the tournament – the FILA International Junior Championships in Indian Wells. The player field for this event will be released in the coming days.
• Showcasing items from the FILA Museum (located in Biella, Italy) in their store, to display iconic looks of the past 50 years and the rich brand heritage that has deeply influenced the world of tennis.