World’s fastest 71 year old to front Åhlens campaign

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Åhléns launches a new sports and wellness concept for women.

Barbro Bobäck, gold medalist in the Veteran World Championships in Athletics and the world’s fastest 71-year-old will be the face of the campaign.

On September 10 Åhléns City Stockholm will open the doors of the new department “Sports & balance”.
Three years ago Barbro Bobäck took up the training after not having run in 50 years. Last summer she won gold at the Veteran World Championships and became the world’s fastest 71-year-old.

”I loved the feeling and got back the urge when I started to run 100 meters as 69-year-old, says Barbro Bobäck. Today I train three to four times a week and compete several times a year. I am proud and glad to be the face of Åhléns new concept and hope to inspire others to pick up the workout. It is never too late to become active.

”Sports Communication often look alike with young fit people on the images. We want to highlight a new way of looking at training, we think that exercise is for everyone. Barbro is such a lovely symbol of it,” says Lina Söderqvist, marketing manager at Åhléns.


Sports & balance offers about 65 brands in sport and swimwear, gym shoes, and functional outerwear, but also books on fitness, health and food. The aim is to ”provide customers with the inspiration and tools to live an active and healthy life – regardless of age”.