Swedish fashion house Björn Borg, whose tagline is "Björn Borg says ja!," celebrated the launch of its Russian website with a full-page ad in homophobic Russia's Moscow Times showing colored underwear arranged to look like a rainbow. In a country where homosexuality has been criminalized, this is, ja, kind of a big deal.
"Björn Borg says da!" the ad reads—meaning "Björn Borg says yes!"
In a press release, marketing director Lina Söderqvist says "the advert is a way for us to reach Russian influencers.