When Brazilian tennis player Joao Lucas Reis da Silva posted a loving birthday message to his boyfriend on Instagram, he did not think it was a big deal.
After all, Reis da Silva had previously uploaded personal photographs of his partner Guilherme Sampaio Ricardo on other birthdays, and also on Valentine's Day.
Their relationship was not a secret. Neither was Reis da Silva's sexuality.
The difference on this occasion was last month's post - which had a longer shelf life than the 24-hour stories which he previously posted - attracted more eyes.
It quickly became viral.