Kanter Freedom said that athletes nowadays have a huge platform due to their social media reach, and urged them to use it to raise issues that transcend sport — even if it risked sponsorship deal opportunities. He called for a boycott of the Beijing Winter Olympics in February and while pleased with the diplomatic snub from some countries, he said athletes should also have taken a stand. “They have picked money and business over morals, principles and values. So shame on all these athletes who attended,” he said.