Harley-Davidson is facing significant backlash from its traditional biker community, who are accusing CEO Jochen Zeitz of adopting a 'woke' agenda. Influencer Robby Starbuck is leading protests at the Sturgis Motorcycle Rally, citing Zeitz's support for policies on transgender care, critical race theory, and diversity initiatives as reasons for the discontent. Many bikers are expressing intentions to switch to rival brands, with comparisons being drawn to the Bud Light boycott from last year. Prominent figures, including country musician Travis Tritt and UFC fighter Sean Strickland, have publicly condemned the company's direction and announced they will no longer support Harley. Attendees at the rally have echoed concerns about the company's declining reputation and value. The situation reflects a broader cultural divide and the challenges that brands face when engaging in social issues.