The Clippers have partnered with the dating app Bumble to create the latest advertisement to grace NBA jerseys. But lest you think this ad for the dating app known for requiring women to make the first move is, uh, just an ad for the dating app known for requiring women to make the first move—don’t worry, it’s more. It’s so much more. What looks like an ad is actually an “empowerment badge,” designed to promote gender equality. Here’s an illuminating quote from team owner Steve Ballmer about how meaningful it is, albeit without any indication of what it actually means:

“We wanted to do something where we could really stand out and do something meaningful. The way it is positioned it becomes part of the game, so it’s an opportunity to have more meaning for everybody.”

In the spirit of gender equality, the Clippers and Bumble are jointly promoting the hashtag #StrongerWithHer as a way for men to talk about women who help them. Some examples made with the template generously provided on the Clippers’ website:

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These women make me stronger every single day. I’m empowered now. God bless.