Woke Red Bull Execs Fired After Attempting to Force Company Into Black Lives Matter Virtue Signal

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This Dec. 25, 2018, photo shows cans of Red Bull at the Back Bowl bowling alley in Eagle, Colo. (AP Photo/Jenny Kane)

Companies are routinely being pressured to show their support for Black Lives Matter. Those who don’t are under threat from the mob to be accused of being racist or in support of police brutality. The idea that silence is violence has forced many a company executive to cave out of fear that they’ll be personally held responsible by the mob and their entire life will be ruined.


Red Bull has taken the opposite tack. In fact, it fired execs attempting to force the company into a BLM virtue signal.

According to the Wall Street Journal, Red Bull North American chief executive Stefan Kozak and North American president and chief of marketing Amy Taylor were both terminated from their positions after they attempted to force the company to support BLM by subversively creating racial tension within the company.

Kozak and Taylor were reportedly trying to push the idea of systemic racism within the company in order to force in diversity hires. The internal tension reached a boiling point after 300 Red Bull employees signed a June 1 letter protesting its “public silence” in regards to BLM. This internal letter was somehow leaked to the public but Red Bull’s Austrian leadership knew where the real problem was and began to cut cancer out of the company with its firing of Kozak and Taylor.

To boot, an offensive slide that depicted how “ignorant Americans” view the world was also leaked to the press and the one responsible for that, Florian Klaass, Red Bull’s head of global culture marketing, was also fired.

Just to make sure the message got across, Red Bull discontinued its cultural marketing programs as well.


Red Bull made it clear that when it comes to racism, they reject it in every form. “Every form” means that they won’t hire based on skin color as well.

“We reject racism in every form, we always have, and we always will,” said Red Bull’s board. “Red Bull has always put people and their dreams and accomplishments at its core and values the contribution of each and every person – no matter who they are. We want everyone who feels this way to be welcome in Red Bull.”

Normally, events like the release of the slide, the internal letter, and pressure from employees to support a socio-political cause would force a company to cave, but Red Bull is not lead by the kind of person who would cave to such pressure. According to the Daily Mail, Red Bull’s CEO has taken a hard stance against political correctness and has even shown sympathy for President Donald Trump in the past:

The company’s global CEO is Austrian billionaire Dietrich Mateschitz, who has an estimated fortune of $26billion and owns a private island in Fiji.

In a 2017 interview, Mateschitz expressed sympathy with Donald Trump and said the new president ‘simply needs time’.

‘I don’t think he’s as much of an idiot as he’s made out to be,’ he told the newspaper Kleine Zeitung at the time.

‘When you speak to Americans you often hear that they’re essentially happy to have a new administration. There was plenty to question about the previous one,’ he said, referring to the Obama administration.

Raging at ‘political correctness’ and the ‘intellectual elite’, Mateschitz was also highly critical of Germany and Austria for opening their doors at the height of the 2015 refugee crisis.

Taking aim at those who encouraged refugees or used Angela Merkel’s slogan of ‘we’ll manage it’, he said that none of those people ‘made their guest rooms available for five migrants to live in’.


Red Bull did the correct thing here. Many companies that do cave to social pressure to support a cause do so purely out of fear, and many of these causes can’t be considered pure. This especially goes for Black Lives Matter, which continues to use the concept of equality as a shield for its political purposes.

By firing these executives, Red Bull saved itself a takeover by either overt or unwitting Marxists. While that may sound hyperbolic, it should be understood that Black Lives Matter is a Marxist organization by the confession of its own leadership. Pushing racial hiring practices and divisive culture groups within a company is part of the playbook.

Sadly, this will not mark the end of Red Bull’s troubles. It’s likely that it will now face a wave of backlash for its action. However, if Red Bull does hold strong, it will likely not be affected much by the issue.

Most companies should be as upstanding as Red Bull has been. The company has now been seen standing up to racism in all forms and told the mob “no.” It’s an example that needs to be followed.


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