Today, love is controlled by states and institutions, given same-sex marriages are forbidden in 87% of all countries in the world. That’s the background to the initiative Marriage Unblocked – a digital platform where everyone, no matter the label, can propose, exchange vows and get married on the blockchain.

Swedish sports fashion brand Björn Borg has long been an ambassador for equality. Driven by their belief “sports is love and love is equal”, they are no stranger to challenging norms and institutions with boundary-pushing campaigns. As Björn Borg is a small sports brand, their marketing budget is nowhere near that of big brands. So, to support equal love, Björn Borg wanted to create a campaign that boldly continues their fight for equal love – in a surprising way.

Swedish sports fashion brand Björn Borg has long been an ambassador for equality. Lately, a new way to trade and store data, blockchain, has shook the financial world. But while the world was busy talking about how blockchain could revolutionize monetary systems, we found it could help us with a far more important cause - marriage equality.

Same-sex marriages are illegal in 87% of the world's countries, meaning discriminatory states hold the power to register marriages. Blockchain, on the contrary, is not controlled by any third party.

That’s why we developed a marriage registry open for everyone, built on the Ethereum blockchain. Just like any marriage, the blockchain marriage is a contract. Only this time, the marriage certificates are legitimised by the blockchain community and stored digitally. Facilitated through a website, marriageunblocked.com, the marriages are then distributed on millions of servers around the world, out of reach of discriminatory states.