Björn Borg’s underwear line is taking aim at Russia and other countries that ban same-sex marriage ahead of the World Cup with a new campaign designed to subvert those bans.

The campaign, called “Marriage Unblocked,” is an online system designed to allow people to propose to one another and get “married” on the internet despite where they may live.

The timing of the release of the campaign, days before Russia hosts the World Cup, was intentional by the company, according to Business Insider.

“We believe that sport is love and love is equal,” Jonas Lindberg Nyvang, Marketing Director at Björn Borg, told Business Insider. “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,”

To be sure, the new campaign isn’t just about Russia. While many countries have legalized same-sex marriage, 87% of the world’s nations still have not legalized it on a national level.

Borg has used his underwear line to forge messages of LGBTQ inclusion for years. A decade ago they released this amazing “Love For All” commercial that still makes me teary-eyed.

Leading up to the 2014 Winter Olympics in Sochi, Russia, when LGBTQ rights became a hot topic, the company bought an ad in an English-language Russian newspaper in support of gay people.

Kudos to Bjorn Borg and his underwear team for again stepping up to the plate for LGBTQ people, empowering them to find courage despite the fear, and needling the powers that try to hold us down.

Check out the video the company has made to promote marriage equality:

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