Russians try to outdo Putin in a shirtless challenge

Pecs appeal.

Russian men are going topless on social media for the #PutinShirtlessChallenge. Source: Twitter/@Albert_777

Russian President Vladimir Putin's shirtless holiday pics are famous. 

Just a couple of weeks ago, in early August, the 64-year-old leader was pictured vacationing in southern Siberia in typical attire - sans shirt.

Russian President Vladimir Putin, left, and Defense Minister Sergei Shoigu rest after fishing during a mini-break in the Siberian Tyva region. Source: AAP

Now they have become the inspiration for a new social media trend in Russia.

Pavel Durov, the CEO of messaging app Telegram, set the #PutinShirtlessChallenge on Instagram.

"My instagram had to seriously step up the game to keep up with the increased competition from Mr. Putin’s shirtless photos," Durov writes.

"If you’re Russian, you have to join #PutinShirtlessChallenge (or face oblivion). Two rules from Putin – no photoshop, no pumping. Otherwise you’re not an alpha."

The challenge has been wholeheartedly embraced by Durov's countrymen - and some have injected a dose of humour into the task.

And not to be outdone, some women have joined the challenge too.