The two busty women who flashed a World Series pitcher during Game 5 on Sunday work for the breast-obsessed digital magazine SHAGMAG, which one of its co-founders calls “the millennial version of Playboy.”

Instagram model Julia Rose, the CEO of SHAGMAG, and co-worker Lauren Summer lifted up their yellow T-shirts while Houston Astros pitcher Gerrit Cole was on the mound preparing for a pitch, temporarily halting the game and eventually landing the women an indefinite suspension from MLB match-ups.

Stephen McHugh, a co-founder of the digital mag, told a website Monday that the X-rated stunt was to promote Breast Cancer Awareness Month, which is October.

“Rose … pushed for the stunt to create awareness on breast cancer,” McHugh wrote in an email to Larry Brown Sports. “Julia’s company, SHAGMAG, is the millennial version of PLAYBOY. The digital magazine features Julia Rose every month along with another famous influencer, creator, or model.”

It was far from the first time Rose has flashed her breasts in public.

She also ripped off her shirt on a roller coaster at an amusement park in June.