In this article we discuss the effects of the Sochi Olympics on the indigenous Circassian population in North Caucasus. The Circassian situation was paradoxical in the sense that whereas this indigenous group fiercely opposed the organization of the Winter Games in Sochi, the Games themselves denoted a rare opportunity for them to make their voices heard internationally. During the run-up to the Olympics, they all of a sudden had a global audience for their claims for recognition of their cause. This was quite simply their ‘fifteen minutes of fame’, a rare and short-lived period of celebrity and worldwide attention. The paper will look into whether the anti-Sochi activism helped to unite Circassians in the diaspora and abroad around common claims, and to what extent the Circassians managed to use media attention to make their cause more widely known by international society.