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Woke Company Report

Nike – Woke Company Report

F69/100 higher is better
Originally published October 20, 2026
Office buildings on the Nike campus in Beaverton, Oregon, seen across a lake
Photo: Nike campus, Beaverton, Oregon. Gary Halvorson, Oregon State Archives, CC BY 4.0, cropped, via Wikimedia Commons.

Full report

Points deducted by category

  1. DEI hiring, pay & suppliers: 11/15 points deducted
    • 10-K: "inclusive team" and "sense of belonging" human-capital language. (source)
    • Board recommended AGAINST the 2026 proposal for a report on discrimination risk in charitable support (7.4M for vs 1,074M against). (source)
    • Nike's FY23 Impact Report lists 2025 representation targets of "30% representation of U.S. racial and ethnic minorities at director level and above" and, for women, "45% in leadership positions." (source)
    • Nike's FY23 Impact Report (p. 4): "Connect executive compensation to progress against our 2025 targets," which include the diversity targets. (source)
  2. Internal policies & benefits: 8/10 points deducted
    • HRC Corporate Equality Index 2026: 100, verified participant. (source)
    • A verified HRC 100 rating requires transgender-inclusive health benefits. (source)
  3. Free speech, debanking, deplatforming & anti-military/anti-American conduct: 6/15 points deducted
    • Pulled the "Betsy Ross flag" Fourth of July sneaker, saying it "could unintentionally offend and detract from the nation's patriotic holiday" (removal of a patriotic product). (source)
  4. Political giving (PAC, treasury, leadership): 4/10 points deducted
    • Federal PAC: 74.4% of 2024-cycle candidate dollars to Democrats ($270.5k D vs $93k R). (source)
  5. Advocacy, lobbying & public statements: 1.5/15 points deducted
    • "For Once, Don't Do It" ad ("Don't pretend there's not a problem in America"); Nike statement: "Nike has a long history of standing against bigotry, hatred and inequality in all forms." (source)
  6. Marketing, products & content: 14.5/10 points deducted (cap 10; MAJOR items are not limited by the cap)
    • Sponsored transgender influencer Dylan Mulvaney for women's sportswear. Amid backlash, Nike posted "Be kind, be inclusive" and said it would delete comments outside its standards. (source)
    • "Believe in something" ad featuring Colin Kaepernick (2018). The relationship continued with a 2023 collaboration. (source)
    • Reversal: No global "Be True" Pride collection since 2023 (quiet change). (source)
  7. Charitable & activist funding: 5/10 points deducted
    • $40M Black Community Commitment, part of a 10-year, $140M program with Jordan Brand (still active). (source)
  8. ESG, activist investing & industry/regional boycotts: 0/10 points deducted
  9. China & foreign-adversary ties: 1/5 points deducted
    • Registered lobbying on the Uyghur Forced Labor Prevention Act. The NYT reported efforts to weaken it; Nike denies lobbying against the bill. (source)
  10. Election & voting-law activism: 0/10 points deducted
  11. Border & immigration enforcement: 0/10 points deducted
  12. Faith, family & children: 4/10 points deducted
    • Signed HRC's coalition statement opposing state legislation. (source)
  13. Climate & anti-fossil-fuel advocacy: 0.5/10 points deducted
    • Proxy: 2030 greenhouse-gas target set under the Science Based Targets initiative (operational). (source)
  14. Second Amendment & lawful-firearms commerce: 0/10 points deducted
  15. Government-coordinated content moderation: 0/10 points deducted
  16. Abortion advocacy, benefits & funding: 0/10 points deducted
  17. American Workers & H-1B Displacement: 0/10 points deducted

Final verdict: Grade F

Grades run A (best) to F (worst) on a 0–100 scale, where a higher score is better: every company starts at 100 and loses points for each finding. Every finding links to its source. See how we rate for the scale and the category caps. Points from MAJOR items are not limited by the category cap, so a category can show more points deducted than its cap.

Woke Broke List coverage of Nike