Björn Borg, Bjorn Borg Says Da!

Swedish fashion house Björn Borg launched a Russian retail website and placed a full-page ad in the Moscow Times showing colored underwear arranged in a rainbow. This is a subtle thumb in the eye of Russia's controversial anti-gay laws preventing pro-gay "propaganda."

Marketing director Lina Söderqvist said in a press release, "The advert is a way for us to reach Russian influencers. Björn Borg as a brand has always advocated equality on all levels."