Chobani, a Greek yogurt brand, official sponsor of team USA, launches a rainbow yogurt to show its opposition to the Russian anti-gay laws.
In a press conference, the director of the brand said: "We are against all the laws which discriminate, (...) the person whom you love. For this reason we oppose this law."
Only problem, the American athletes found themselves refused the yogurts by the Russian authorities.
To finish, another support. A few days ago, Annie, a Norwegian singer-composer and DJ, released a music video 'Russian Kiss', co-written and produced by Richard X, to also protest against the laws.
"The Winter Olympics are not just skating styles, waxing techniques and jump lengths. The Winter Olympics are also deep emotions: interpersonal, national, and global," Annie wrote on her website.
"Millions of TV-viewers are witness to these emotions. Usually, they find their expression in embraces and kisses.
"You can observe this at the finishing area and during the medal ceremony - teammates embracing each other, winners kissing their partners.
"This may be difficult when the Olympic Games take place in Sochi in February. As we know, Vladimir Putin has introduced laws prohibiting gays and lesbians to show their love in public in Russia.
"Furthermore, it is prohibited to talk positively about homosexuality in public. This is the reason why an increasing number of leaders worldwide have decided to boycott this year's Olympics," she added.
"In Norway, the political leadership has rejected calls to remain at home. As a great power in winter sports Norway is in a unique position to flex its muscles in a situation like this.
"This could have been an occasion for Norway to stand up for the fundamental right to express your feelings towards the one you love."
In this video, we see many same-sex couples kissing:
As reports Digital Spy, proceeds from the sales of 'Russian Kiss' will be donated to non-profit gay rights charity All Out.