How we pick (grades out of 100; higher is better)
Every alternative is scored on the same Woke Broke List rubric as the companies on the list, using public sources only. Only brands graded A, B or C are shown (A 95–100, B 90–94, C 84–89 out of 100; higher is better), listed A and B first, then C. Our review as of Oct. 20, 2026 checked HRC’s 2026 Corporate Equality Index, FEC records for a company PAC, seven published coalition letters and court briefs listed on our Methodology page, and news coverage of Pride, DEI and political activity. This is not a full audit. Links go to each brand’s own website.
We are not paid by any brand listed.
No alternatives match that search.
Athletic Shoes & Wear
Instead of Nike Grade F 69/100
We have rated one alternative in this category so far. More are being researched.
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Born Primitive
Grade A 100/100
Graphic: Woke Broke List (no logo) Veteran-owned fitness and outdoor apparel company based in Virginia Beach, Virginia, founded in 2014. It says it grew to a 9-figure business without raising any outside capital. No HRC rating, corporate PAC or coalition letters found as of Oct. 20, 2026. We checked HRC's 2026 Corporate Equality Index, FEC records for a company PAC, seven published coalition letters and court briefs listed on our Methodology page, and news coverage of Pride, DEI and political activity. This is not a full audit. Source: Born Primitive, About Source: PR Newswire, Feb 7, 2023 Source: City of Virginia Beach, Sept 5, 2024
See all categories on the Better Alternatives page.