UK rugby star Ben Cohen on Thursday signed copies of his 2012 calendar at UK gay sex shop Prowler.

Prowler hosted the event, which attracted a line of fans that spilled out of the shop and onto the streets of Soho. (A video of the event compiled by Prowler is embedded in the right panel of this page. Visit our video library for more videos.)

The openly straight Cohen retired from rugby earlier this year and launched the Ben Cohen StandUp Foundation to combat homophobia and the bullying of LGBT teens. Cohen is particularly interested in promoting greater acceptance in the world of sports.

A portion of the proceeds from the gay ally's 2012 beefcake calendar benefit his foundation. (Buy yours here.)

Cohen was honored for his gay rights advocacy in October by the National Gay and Lesbian Task Force at the group's annual recognition dinner in Miami.

Before accepting the award, Cohen told NBC Miami that straight people do not get his gay rights advocacy.

“Yeah, not many people get it,” Cohen said. “Well, that's not true. A lot of people do get it. But a lot of straight people have asked, 'Why are you doing this?' I just explain that it really is just to break down stereotypes. I knew I would be able to speak to both the gay and straight community and maybe reach a few different groups of people. I just want people to know that how you treat others is how you should want to be treated yourself. Random acts of kindness are simple.”