Is HOKA Woke?
42/100 — Woke
US
Score Summary
HOKA scores 42/100 on the BWF Woke Scale. ESG: 6/10 (Deckers Brands responsibility program, sustainability initiatives). DEI: 6/10 (60% BIPOC/LGBTQ+ marketing representation commitment, diversity hiring). Pride: 10/25 (PRISM LGBTQ+ employee resource group, inclusive marketing). CEI: 10/25 (Deckers has participated in HRC CEI, estimated ~40/100). Left Policies: 4/10 (minimal political donations). CEO Action: 6/20 (moderate corporate DEI leadership, low public activism profile).
Full Review
HOKA, the premium running shoe brand beloved by ultramarathon runners and casual joggers alike, is owned by Deckers Brands, a publicly traded footwear conglomerate based in Goleta, California. Deckers also owns UGG and Teva. While HOKA itself keeps a relatively low political profile focused on performance athletics, its parent company's corporate policies apply across all brands.
Deckers Brands maintains a corporate responsibility program that includes sustainability initiatives and DEI commitments. The company committed to ensuring 60% BIPOC, LGBTQ+, and diversity of body types in all future marketing campaigns. Deckers operates several employee resource groups including PRISM, its LGBTQ+ affinity group. The company has participated in HRC Corporate Equality Index surveys, though it has not consistently achieved a perfect 100 score.
On the political front, Deckers maintains a low profile with minimal partisan political activity. The company's ESG efforts focus on supply chain responsibility and environmental impact rather than overt political advocacy. For conservative consumers, HOKA represents a moderate option in the athletic footwear space -- its parent company has standard corporate DEI programs but does not engage in aggressive woke activism compared to competitors like Nike or Adidas.
Frequently Asked Questions
Is HOKA woke?
Based on our research, HOKA has a woke score of 42/100, rated Woke on the BuyWokeFree index — based on its ESG, DEI, Pride sponsorship, HRC Corporate Equality Index, political donations, and CEO Action record.
What is HOKA's woke score?
HOKA has a woke score of 42 out of 100, categorized as Woke. This score is based on analysis of ESG initiatives, DEI programs, PRIDE sponsorships, HRC Corporate Equality Index rating, political contributions, and CEO Action for Diversity participation.
How does BuyWokeFree rate HOKA?
BuyWokeFree rates HOKA across six research dimensions: ESG initiatives, DEI programs, PRIDE sponsorships, HRC Corporate Equality Index rating, political contributions to left-leaning causes, and CEO Action for Diversity participation. HOKA's overall woke score is 42/100.
Recent News
- How Disney Navigated DEI Backlash: A Masterclass For CEOs - ForbesForbes — December 29, 2025
- All The Major Companies And Orgs Dumping Their DEI Programs (Full List) - ForbesForbes — April 11, 2025
- Target drops DEI initiatives and learns there are harsh consequences - Yahoo FinanceYahoo Finance — February 5, 2025
- JPMorgan’s Jamie Dimon Stands Firm Amid Conservative Pressure To Dismantle DEI Initiatives - ForbesForbes — January 23, 2025
- New 'Anti-Woke' ETF Targets Pro-ESG, DEI Companies - Yahoo FinanceYahoo Finance — December 6, 2024
More Foot wears Brands Rated
- Crocs — 52/100 Woke
- Brown'S Shoe Fit Co. — 1/100 Not Woke
Evidence & Sources
About
HOKA is a premium running shoe brand owned by Deckers Brands, which maintains moderate DEI and ESG programs including LGBTQ+ employee resource groups and diversity representation commitments.