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The Evolution of DEI at Deckers Brands

By: 3BL Media

SOURCE: Deckers Brands


GOLETA, Calif., June 16, 2021 /3BL Media/ - Deckers Brands (NYSE: DECK), a global leader in designing, marketing and distributing innovative footwear, apparel and accessories, today announced the recipients of their annual $500,000 donation to support social and racial justice, along with a comprehensive year in review of their Diversity, Equity, and Inclusion (DEI) corporate initiatives.

As part of their commitment to being an anti-racist company, to amplifying voices of historically marginalized communities, and to using their platform to advocate for a more just future,  Deckers Brands will be donating to organizations that engage in critical work in the areas of social and racial justice, protection of voting rights, disability inclusion, and supporting indigenous populations and the LGBTQIA+ community. Deckers crowdsourced suggestions for donation recipients from consumers, retail employees, employee resource groups, and its distribution center employees. This year, the following organizations will receive a donation of $50,000 each: Pacific Pride Foundation, First Nations Development Institute, TASH, Equal Justice Initiative, Advancement Project, Greenlining Institute, Students Deserve, Asian Americans Advancing Justice – Asian Law Caucus, Homeboy Industries, and National Urban League.

"This annual donation amplifies the philosophy of our company and its portfolio of brands. We believe in doing great in business and good in the world, and these donations are one of many ways we will continue showing up, using our platform to help amplify the voices of marginalized groups and supporting organizations across the globe that work tirelessly for social justice," says President and CEO Dave Powers of this year’s donation.

The donation announcement was accompanied by a video highlighting Deckers’ key internal and external DEI initiatives from the past year. Through employee resource groups, monthly facilitated small group conversations, listening tours, webinars, guest speakers, and mandatory and supplemental training, Deckers Brands has supported its most valuable resource—its employees—by providing opportunities for learning, authentic conversation, self-awareness and growth. Deckers Brands believes that these initiatives are critical in order to create a workplace where every individual can come as they are.

In addition to their efforts to create a more inclusive workplace, a noteworthy DEI goal set by Deckers Brands is their commitment to having 25% representation of Black, Indigenous, and People of Color (BIPOC) in the U.S. at Director levels and above by 2027. Since last year, the number of BIPOC employees at Director levels and above has increased from 12% to 16%. Additionally, since last June, 49% of all new hires have been from BIPOC communities, putting Deckers on track to meet its goal. UGG, HOKA, Teva, Sanuk, and Koolaburra by UGG have also each committed to representing 60% BIPOC, LGBTQ+ and diversity of body types and abilities in all future marketing campaigns. “While we are trending in the right direction, we know we have a ways to go. What gets measured gets done, and holding ourselves accountable is going to be critical to our success,” Director of DEI Daalia Refaat said.

The announcement falls during the week of Juneteenth, as a recognition of racial and social justice milestones and the further progress needed for true equality. Deckers Brands intends to report on their progress towards DEI representation goals in their annual Corporate Responsibility report, reinforcing the importance of accountability and transparency as part of their overall commitment.

Deckers Brands is a global leader in designing, marketing, and distributing innovative footwear, apparel, and accessories developed for both everyday casual lifestyle use and high-performance activities. The Company's portfolio of brands includes UGG®, Koolaburra®, HOKA ONE ONE®, Teva®, and Sanuk®. Deckers Brands products are sold in more than 50 countries and territories through select department and specialty stores, Company-owned and operated retail stores, and select online stores, including Company-owned websites. Deckers Brands has over 40 years of history building niche footwear brands into lifestyle market leaders attracting millions of loyal consumers globally. For more information, please visit

Tweet me: Deckers Brands has announced the recipients of their annual $500,000 donation to support social and racial justice, along with a comprehensive year in review of their Diversity, Equity, and Inclusion corporate initiatives: #DEI

KEYWORDS: NYSE:DECK, Deckers Brands, DEI, social justice

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