How woke is Brooks?

Introduction

Headquartered in Seattle, Washington, Brooks Running is a familiar name in the world of athletic footwear and apparel. However, it’s made headlines for its corporate policies and social initiatives, which lean heavily towards progressive values.

This comprehensive review highlights the company’s dedication to creating a more inclusive and equitable society.

Financial Contributions to Progressive Causes

Brooks Running actively supports progressive causes. As Sports Illustrated puts it, “The efforts put in place by Brooks Running aren’t just a greenwashing claim; substantial efforts and resources back it.”

On the social justice front, Brooks Running has partnered with organizations like International Front Runners to support LGBTQ+ inclusion in sports. Business Wire reports this partnership, which shows that Brooks Running is backing its progressive rhetoric with real action.

Prioritization of DEI Policies

Diversity, Equity, and Inclusion are more than just buzzwords at Brooks Running; they’re deeply ingrained in the company’s culture. The DEI goals are showcased prominently on their website, emphasizing an inclusive environment for all.

In addition to showcasing these goals, Brooks has taken real initiatives to promote diversity within its ranks, ensuring that its hiring practices and workplace policies reflect a commitment to DEI.

Mandatory Training Sessions

While taking its employees’ education seriously, especially when it comes to diversity, Brooks Running has not made public any information about mandatory training on topics like unconscious bias and cultural sensitivity, which are designed to create a respectful and inclusive workplace. Either they do not exist, or the details are not publicly available.

Support for LGBTQ+ Initiatives

Brooks Running is deeply involved in “Sharing the Love” when it comes to LGBTQ+ rights and inclusion. 

An article by Running Insight notes Brooks Running’s active participation and sponsorship of events that promote LGBTQ+ visibility and acceptance. This dedication is also evident in their partnerships and the inclusive content they share on their platforms.

Marketing and Branding

Brooks Running’s marketing isn’t just about selling shoes; it’s about promoting values. Their campaigns frequently feature messages supporting social justice and climate change activism. 

Footwear News highlights that Brooks Running aims to resonate with a socially conscious audience through its thoughtful and purpose-driven marketing strategies.

Conclusion

Brooks Running is a shining example of a brand that is deeply embedded in progressive values and social justice initiatives. From their significant financial contributions to their robust DEI policies and unwavering support for LGBTQ+ rights, Brooks Running demonstrates a strong commitment to fostering an inclusive and equitable society. Their marketing efforts further underscore these values, positioning Brooks Running as a notable player in the realm of woke brands.