Rugby star Ben Cohen on Wednesday is expected to debut his latest endeavor to help tackle homophobia in sport.

StandUp Magazine's premiere issue is set to be unveiled at a press conference in Atlanta.

The quarterly publication will focus on positive stories about the social impact of sports, in particular how it relates to bullying.

StandUp Magazine reaches mainstream sports fans, professional athletes, cultural influencers, and LGBT athletes and community leaders,” the glossy's description reads.

“It is time to celebrate a return to true sportsmanship and the spirit of fairness at its core,” Cohen said. “As sports role models, we have an incredible opportunity with StandUp Magazine to set an example for character in action, celebrating all sports and creating good on and off the field.”

A casually dressed Cohen sitting on a bar stool with a three-day beard covers the magazine's first issue. Inside readers will find a profile outlining how Cohen went from World Cup champion to forming the world's first anti-bullying foundation.

(Source: StandUp Magazine.)