The 2014 Gay Games kicked off this weekend in Cleveland and Akron—with more than 11,000 athletes competing in 30 different sports.

To help get the word out, organizers launched an eye-catching ad campaign that plays on the homophobic phrase "that's so gay."

"We felt that it was time to transform an ugly and ill-received phrase and repurpose it into something that sheds a positive light on what these athletes work so hard to accomplish," said Steve McKeown, creative head for Brokaw, the agency that designed the ads.

With anti-gay slurs still plaguing professional sports, it's the perfect way to shade the haters.

h/t: Pink News