Ultimate Fighting Championship (UFC) star Sean Strickland has announced he will sell his Harley-Davidson motorcycle, joining a right-wing boycott against the company’s “woke” initiatives. Strickland, who has been a lifelong fan of Harley-Davidson, expressed his frustration in a video posted on social media, accusing the company’s CEO, Jochen Zeitz, of promoting a progressive agenda that undermines American values.
Harley-Davidson, a longstanding partner of the UFC since 2007, has recently faced backlash from conservative figures, including music-video director Robby Starbuck, who criticized the brand for its diversity, equity, and inclusion efforts. Strickland echoed these sentiments, describing Zeitz as a “woke zealot” intent on changing the company’s traditional identity.
In his video, Strickland stated, “If you love America, you won’t want a Harley,” and pledged to sell his beloved bike. He also accused Zeitz of being an “industry plant” designed to “ruin, control, and manipulate” Harley-Davidson. The video concluded with Strickland’s promise to part ways with his motorcycle as soon as possible.
On social media, Strickland continued to voice his discontent, responding to Harley-Davidson’s tweets and criticizing their promotion of rapper Machine Gun Kelly, whom he accused of engaging in controversial behavior. He urged the company to abandon its current direction, warning that many loyal customers would otherwise turn away.
Strickland’s stance is not without controversy. In January, he made headlines with an anti-LGBTQ+ rant, suggesting that having a gay son would signify his failure as a man. Despite the backlash, UFC president Dana White defended Strickland’s right to free speech. This latest episode highlights the ongoing tensions between cultural shifts within companies and the reactions from segments of their customer base.