Non-Woke Outdoor Recreation Brands

Browse 18 Outdoor Recreation brands rated on the BuyWokeFree woke index. 18 are rated Not Woke.

The outdoors has become one of the most visible fronts in America's corporate culture wars. In 2023, The North Face's "Summer of Pride" campaign featuring drag performer Pattie Gonia drew widespread boycott calls — and the brand publicly stood by it, as NPR reported. A year later the pendulum swung hard the other way: in June 2024, rural retailer Tractor Supply announced it was eliminating its DEI roles, retiring its DEI goals, ending Pride festival sponsorships, and halting data submissions to the Human Rights Campaign after weeks of customer backlash, according to CNN. When the same industry that sells you kayaks, fishing charters, and dive trips is this divided, knowing where a company stands before you spend matters.

The good news for values-first shoppers: outdoor recreation is one of the cleanest categories on our index. All 18 outdoor recreation brands we have rated currently score Not Woke, largely because the space is full of independent, family-run outfitters focused on guiding trips and making gear rather than corporate activism.

Top Woke-Free Outdoor Recreation Picks

Standouts include Red Panda Skateboards, which scores 1/100 on our index, Al's Gal Sportfishing at 1/100, Aquaman Diving at 2/100, Common Sense Inventions Inc. at 3/100, and Camp Holly Airboat Rides at 4/100 — all near-perfect woke-free ratings.

Every brand below is scored on our six criteria: ESG, DEI, Pride sponsorships, HRC CEI rating, political donations, and the CEO Action pledge.

Browse more categories

Food and Beverage · Retail · Beauty and Wellness · Holistic Health · Fashion · Home & Living · Pet Care · Literature · Medical and Health · Gift and Specialty Retail · Restaurants · Automotive · Skin and Body Care · Financial Services · Holistic Nutrition · Sports and Recreation · Holistic Treatments · Apparel & Accessories · Automobile repairs · Real Estate · Art · Home Decor and Accessories · Technology · Fashion Retail · Cosmetics · Personal care and Hygiene · Hair Care · Insurance · Home Improvement and Construction · Pet Supplies