Former rugby star Ben Cohen strips and winks at gay fans in a behind-the-scenes video of his cover shoot for UK gay glossy Attitude's The Awards Issue (issue 237) published earlier this year.

“Hi, I'm Ben Cohen. I'm on the set of the Attitude magazine cover shoot,” Cohen, dressed in a tuxedo, says in the 60-second video before stripping down for the shoot. (The video is embedded on this page. Visit our video library for more videos.)

The openly straight Cohen, 35, retired from rugby in 2011 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.

On Christmas Day, Cohen delighted his fans with a photo of himself from his kitchen wearing a rainbow apron emblazoned with “Gay Icon.”

“Wearing my apron with Pride whilst cooking Christmas dinner!!!” he messaged on Twitter to his more than 82,000 followers. “Merry Christmas.”