The release of Russian President Putin's topless holiday snaps have inspired the CEO of messaging app Telegram, Pavel Durov, to set a shirtless challenge on social media.
Pavel Durov's #PutinShirtlessChallenge post on Instagram (which prohibited enhancing images with photoshop or "pumping") gained over 47,000 likes in one day.
It may be the first challenge of this sort, although not the first time Mr Putin has appeared without a shirt on holiday.
Many of Durov's followers were impressed with his physique, calling him "exceptionally built," and an "ideal male."
There were tweets aplenty, including a pose from Russian politician Dmitry Gudkov.
And as Anastasia pointed out, women were not excluded from the challenge.
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Others referred to a Russian fairytale of a lazy man who caught a pike which fulfilled his wishes.
Or were the images posted to keep up the tough image of the Kremlin to the US?
Compiled by BBC UGC and Social News team, and BBC Monitoring's Yaroslava Kiryukhina and Ksenia Idrisova