Nearly two years after Harley-Davidson said it was rolling back its diversity, equity and inclusion programs, activist Robby Starbuck has fired up his campaign again, accusing the iconic motorcycle company of breaking its promises to root out “wokeness.”
Starbuck, who led a consumer boycott in 2024 over a range of “woke” offenses, from hosting an LGBTQ+ boot camp to supporting gay and transgender equality legislation, called on ride-or-die Harley buyers to switch brands.
"Harley-Davidson said they were dropping all these crazy woke policies I exposed," he said in a video on social media platform X. "I regret to inform you that unfortunately today I am going to have to expose them again.”
Chief among his concerns is the leadership of Artie Starrs, Harley-Davidson’s newly minted CEO who took over in October.
"So after an extremely tumultuous period where your brand was torn down and now is seen as weird, woke and weak, you're gonna bring in a CEO that is gonna, like, project the masculine identity of the brand right? The pro-America identity of the brand. Well, maybe not so much," Starbucks said before calling out Starrs for sponsoring a pride group and an LGBTQ+ golf tournament that raised money for San Francisco Pride when he was running Topgolf and for launching antiracism training for educators while CEO of Pizza Hut.