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Harley-Davidson 'woke' European CEO created culture clash with US biker 'brotherhood,' say critics

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Harley-Davidson 'woke' European CEO created culture clash with US biker 'brotherhood,' say critics

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Harley-Davidson’s CEO Jochen Zeitz was Germany’s fresh-faced corporate wunderkind when he took over Puma in the 1990s.

Lately, he’s faced questions and concern from bikers and woke-exhausted consumers in the U.S. 

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Zeitz is seen as a proponent of far-left ideology who, some critics say, has tarnished the legendary all-American Harley-Davidson brand since taking it over in 2020. 

HARLEY-DAVIDSON BOARD OF DIRECTORS SILENT ON FUTURE, FATE OF ‘WOKE’ CEO AND CHAIRMAN

“They lost their human touch. That’s the best way to put it,” longtime Harley-Davidson biker “Horseshoe” Johnny Hennings told Fox News Digital at the end of the Sturgis Motorcycle Rally in South Dakota last week. 

“Harley was like a brotherhood. … Now it’s just a ghost.”

Jochen Zeitz, chief executive officer of Puma AG, is shown speaking at the International Herald Tribune’s Techno Luxury conference in Berlin on Nov. 17, 2009. (Michele Tantussi/Bloomberg via Getty Images)

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But Zeitz’s supporters see it another way.

They say claims of Harley’s demise are vastly overstated by aging riders. 

The Milwaukee-based motorcycle maker reported $5.4 billion in revenue in 2019, part of a decade-long downward trend. Revenue climbed to $5.8 billion last year, the third straight year of growth under the German-born CEO. 

HARLEY-DAVIDSON SLAMS BRAKES ON ‘WOKE’ POLICIES AFTER SPARKING BIKER AND SOCIAL-MEDIA OUTRAGE

“He’s a smart dude and since he’s taken over, Harley has made more money for its investors,” the general manager at a Texas dealership told Fox News Digital. 

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“It’s simple as that.”

“He’s just all about being a new world order globalist.”

Harley’s iconic image, however, has been under the spotlight amid what appears to be a clash of cultures. 

Old-time U.S. riders who fueled and embraced Harley-Davidson’s muscular image of rugged, flag-waving American independence are pitted against the European globetrotter with famous friends and left-leaning aims who today heads the brand.

Participants in the Hamburg Harley Days Parade ride over the Köhlbrand Bridge in Hamburg, Germany, on June 30. (Georg Wendt/picture alliance/Getty Images)

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“He’s just all about being a new world order globalist,” Vinny Terranova, the owner of Pappy’s Vintage Cycles in Sturgis, South Dakota, told Fox News Digital.

“He brought in bean counters and minions from Europe and they don’t care where Harley came from or the history of it. There’s no more service, no more customer interaction.”

HARLEY-DAVIDSON CEO COMPARES HIMSELF TO ‘TALIBAN’ IN EFFORT TO REMAKE MOTORCYCLE BRAND

Fox News Digital reached out to Harley-Davidson, Zeitz and members of the company’s board of directors for comment. 

The unhappiness with Harley-Davidson’s drift away from core consumers came to a head in recent weeks when Zeitz’s “woke” agenda became the center of social media and consumer outrage.

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Festival participants are shown on their Harley-Davidson bikes at the big ride in Saxony, Dresden, Germany, in July 2023. (Matthias Rietschel/picture alliance/Getty Images)

“We are trying to take on traditional capitalism and trying to redefine it,” Zeitz said at a 2020 conference in Switzerland just as he was gripping the handles of Harley-Davidson. 

The video was brought to daylight last week by anti-woke social-media warrior Robby Starbuck. 

Zeitz also added, in a stunning reference to terrorism, that he was “the sustainable Taliban.”

Salma Hayek and Jochen Zeitz, the chair and CEO of Puma, attend the unveiling of the Puma Ocean Racing Boat on May 12, 2008, at Boston’s Institute of Contemporary Art. (Gail Oskin/WireImage)

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Harley-Davidson changed amid public outrage earlier this week, announcing that it was scaling back some of its more controversial programs and refocusing on core consumers.

HARLEY-DAVIDSON ‘USED’ BIKERS BEFORE ‘WOKE’ CONTROVERSY, FORMER OUTLAW RIDER CLAIM

All of this has fueled questions about the man behind the plan.

Prior successes

Sparkling tributes to Zeitz in various media outlets describe his success at Puma and jaunts across the playgrounds of the rich and famous. 

“Jochen Zeitz saved Puma. Now he’s trying to fix global business,” reads the celebratory headline of a Wired magazine tribute in 2018. 

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Cindy Crawford sits on a Harley-Davidson motorcycle on the set of a Pepsi commercial wearing a black leather jacket surrounded by actors dressed as police officers in 1992 in Los Angeles.  (Roxanne McCann)

Zeitz launched Puma Ocean Racing, with Salma Hayek christening the first boat in Boston, in 2008; founded The B Team with Richard Branson, based in London and New York City, in 2013, with a mission to define business by social agenda; and opened the Zeitz Museum of Contemporary Art in South Africa in 2017. 

While his professional career has been publicly celebrated, Zeitz’s family history is largely unknown.

Little is publicly known about the CEO’s family.

He was raised in Heidelberg, Germany, to parents in the medical profession, according to rare bits of information from profiles, including in Women’s Wear Daily and other publications, found online. Little else is publicly known about his family.

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A search of records and archives in the U.S. and Germany found no mention of family history. 

What is known is that he was just 30 when he took the reins of Puma in 1993, the youngest CEO of a publicly traded company in Germany’s history, according to several reports.

Puma Ocean Racing powered by BERG, skippered by Ken Read from the USA, is followed by a spectator fleet into Itajai in the final miles of leg 5 from Auckland, New Zealand, to Itajai, Brazil, during the Volvo Ocean Race 2011-12 on April 6, 2012. (Paul Todd/Volvo Ocean Race via Getty Images)

He turned the discount sneaker brand into a high-priced fashion statement, and cemented his status in global couture as a board member of Kering, the French parent company of luxury brands Bottega Veneta, Gucci, Puma and Saint Laurent, among others. 

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Regardless of mystery or history, Zeitz has rubbed some of Harley’s most loyal consumers the wrong way in recent years.

Jochen Zeitz, CEO of Puma, in Nuremberg, Germany, in 2008. (Alexander Hassenstein/Getty Images)

“Harley-Davidson was our God and we were its disciples,” Marc Wilson of Colorado, a longtime Harley-Davidson rider who worked for one of its dealerships for 21 years, told Fox News Digital.

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“Then that God we worshiped stabbed us in the back,” he said — a reference to both the company’s wokeness in recent years and the way some customers feel the company has treated them. 

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West

Swalwell threatens to revoke driver’s licenses of masked ICE agents operating in California

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Swalwell threatens to revoke driver’s licenses of masked ICE agents operating in California

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Rep. Eric Swalwell, D-California., on Wednesday promised to revoke the driver’s license of federal immigration agents who wear masks. 

Swalwell, who is running for governor, appeared on MS NOW where he was asked about what he brings to the table as leader of the state. 

In response, Swalwell said one of the governor’s duties is to protect the state’s most vulnerable populations. 

WAVE OF CAR ATTACKS ON ICE AGENTS FOLLOWS INCENDIARY RHETORIC FROM TARGET-CITY LEADERS

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Rep. Eric Swalwell, D-Calif., was mocked on X this week after posting a video of himself lifting weights while trashing Republicans. (Getty)

“If the president is going to send ICE agents to chase immigrants through the fields where they work, what I’m going to is make them take off their masks and show their faces, that they show their identification, and if they commit crimes, that they’re going to be charged with crimes,” he said. 

“If the governor has the ability to issue driver’s licenses to people in California, if you’re going to wear a mask and not identify yourself, you’re not going to be eligible to drive a vehicle in California,” Swalwell added.  

Fox News Digital has reached out to the Department of Homeland Security (DHS) and U.S. Immigration and Customs Enforcement (ICE).

The White House noted that California has issued driver’s licenses to illegal immigrants, some of whom have been involved in deadly collisions. 

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“Fang Fang’s former lover wants to give drivers licenses to criminal illegal aliens and simultaneously punish law enforcement officers for enforcing the law?” White House spokesperson Abigail Jackson told Fox News Digital, referencing Swalwell’s connection to alleged Chinese spy, Christine Fang, who worked on his congressional campaign and targeted up-and-coming politicians in California.

What an absolute clown.”

A California law banning ICE officers from wearing masks while conducting operations was supposed to go into effect on Thursday.

The Department of Homeland Security has vowed not to comply with the measure and the Trump administration is suing the state over the issue. The law is on hold and a hearing is scheduled for Jan. 12. 

NEWSOM ON COURTROOM COLLISION COURSE WITH TRUMP OVER ICE MASK BAN

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Residents confront federal agents and Border Patrol agents over their presence in their neighborhood on Atlantic Blvd. in the Los Angeles suburb of Bell. California last year passed a law banning authorities from wearing masks.  (Getty Images)

Critics of the immigration operations argue that masked agents pose a danger to communities and could result in brutal law enforcement tactics while failing to hold authorities accountable. 

Federal authorities have said that ICE and other immigration officers have faced death threats, as well as their families, and doxxing. 

On Friday, Bill Essayli, the first assistant U.S. Attorney for the Central District of California, said the state doesn’t have the authority to regulate federal authorities. 

“In the meantime, California has agreed to put the law on hold and not enforce its unconstitutional mask ban, which is designed to allow radical leftists to dox federal agents enforcing immigration laws,” he wrote on X. 

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Harmeet K. Dhillon, the assistant attorney general for civil rights at the Justice Department, criticized Salwell over his remarks. 

Masked agents have detained immigrants, and in some cases, U.S. citizens, at court houses for immediate detention and deportation.  (Getty Images)

“What’s even dumber about this is that Swalwell has a law degree and he even once made a living as a prosecutor,” she wrote on X. “He knows about federal supremacy and that it is not possible for a state prosecutor to do any of the things he is promising. Oh, and he won’t ever be governor, either.”

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San Francisco, CA

Eagles react to facing the San Francisco 49ers in playoffs: ‘It’s going to be good on good’

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Eagles react to facing the San Francisco 49ers in playoffs: ‘It’s going to be good on good’


What’s the first thing that comes to mind when you think of the San Francisco 49ers, the Eagles’ first-round opponent in the playoffs?

“Got to stop their run, Christian McCaffrey,” Brandon Graham said.

It is where the game plan and film review starts for good reason. McCaffrey was second in the NFL during the regular season in yards from scrimmage with 2,126 (1,202 rushing yards, 924 receiving yards). The sixth-seeded 49ers next Sunday will bring to Lincoln Financial Field (4:30 p.m., Fox29) a high-powered offense with McCaffrey as the focal point, and a defense that is nothing like the one that helped San Francisco reach four NFC title games — and two Super Bowls — during a five-season stretch from 2019 to 2023.

Reactions from the Eagles inside their locker room after they fell, 24-17, to the Washington Commanders in their regular-season finale were pretty similar.

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Graham didn’t know who the Eagles were playing until reporters told him. He had other things to worry about during the course of Sunday’s game since he dressed and played. But Reed Blankenship and Zack Baun, two defensive starters who had the night off, each expressed a similar mindset: “It doesn’t matter who we play,” Blankenship said. “We’re all excited. A lot of us had a week off and we’re ready to play. I feel like that was the best decision that coach made and I feel fresh. We don’t know when we’re going to play them, but whatever day it is, they got to come over here and come back to Philly.”

Said Baun: “It’s a big game. It’s the postseason. It’s the playoffs, and this team definitely turns it on in the playoffs.”

The Eagles and 49ers have some recent history. A mini rivalry of sorts formed after the Eagles blew out the banged-up 49ers in the NFC title game, 31-7, during their run to the Super Bowl at the end of the 2022 season. The 49ers exacted revenge just over 10 months later in a 42-19 victory that kick-started the Eagles’ miserable collapse to finish the 2023 season.

» READ MORE: Eagles’ first playoff loss was to karma. Next up: the 49ers.

During that latter game, McCaffrey rushed 17 times for 93 yards and a touchdown and added three catches for 40 yards.

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“Christian McCaffrey is a dog,” Blankenship said. “We played them in ‘23 and then obviously in ‘22, so I played them twice. They have a really good offensive core and obviously it’s going to be a challenge. It’s the playoffs. Everybody is good. It’s going to be good on good. It’s win or go home, but we’re ready. We’re prepared for that. We’ve been through that.”

DeVonta Smith said the playoff opener is “just another game, but it’s the playoffs. We don’t want to go home, so everybody’s going to have a little more oomph.”

The 49ers have been bringing the oomph. They were 6-4 through 10 weeks and then won six consecutive games before falling, 13-3, Saturday night at home to Seattle against one of the best defenses in the NFL. They are 7-2 in games quarterback Brock Purdy has started.

The Eagles will likely be leaning on Saturday’s low-output offensive effort from the 49ers as they prepare for their first postseason matchup. Like top-seeded Seattle, the Eagles have one of the best defenses in the league, and while the Eagles’ offense has been inconsistent, San Francisco’s strength isn’t its defense. The 49ers gave up 38 points to Chicago last week and needed a red-zone stand to keep their hopes alive for the No. 1 seed. The Eagles, who opened as 3½-point favorites, probably feel their ability to take care of the ball and play good defense is the recipe for a win.

“We just got to be us and bring the energy,” Graham said. “Play fast on defense and put the offense in a great position. It’s going to be [about] field position in that game.

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“I know the 49ers are going to definitely come here and try to get one on our field and we got to defend it.”

Blankenship and Baun both said they felt rested and ready for the postseason run. It was the obvious topic of conversation after the Eagles lost and missed out on a chance to secure the No. 2 seed in the conference. The Eagles chose rest over the possibility of moving up a spot, and Blankenship said he wasn’t going to look back with any regrets.

Nick Sirianni talked earlier in the week about his decision, and one of the things he pointed to was the Eagles resting their starters in Week 18 last season and entering the postseason healthy and rested.

Last season’s playoff run ended with a Lombardi Trophy and a parade on Broad Street. Why, despite the ups and downs, might this team have another run in them?

“I think we’re really ramping it up,” Baun said. “I feel like we’re in a good position as a team, as a collective. Especially as a defense, we’re playing really good football right now.”

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It all starts next weekend.

“It’s a big game,” Baun said. “It’s the postseason. It’s the playoffs, and this team definitely turns it on in the playoffs.”



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Denver, CO

Parker Gabriel’s 7 Thoughts after Broncos capture No. 1 seed, including Bo Nix barking at Sean Payton, then looking inward

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Parker Gabriel’s 7 Thoughts after Broncos capture No. 1 seed, including Bo Nix barking at Sean Payton, then looking inward


The Broncos are in prime position.

They didn’t wow many people Sunday, but they controlled a 19-3 win against the Los Angeles Chargers from start to finish and in the process secured the AFC’s No. 1 seed, a first-round playoff bye and homefield advantage as long as they’re in the tournament.

They are two home wins away from playing in Super Bowl 60.

Head coach Sean Payton after the game did as much shrugging off of an offensive o-fer in scoring position as he’ll ever do.

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Players were business-like, but they can feel the inbound rest already.

As they arrived home Sunday night, there are 14 teams still playing in the NFL.

By the time they next take the field, that number will be eight.

Now the fun really begins.

Here are 7 Thoughts following Denver’s dominant defensive performance and a remarkable 14-3 regular season.

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1. Bo Nix asked Sean Payton for more urgency early in Sunday’s game. Afterward, he said he should have provided it himself.

Broncos quarterback Bo Nix looked to the sideline.

Early in the second quarter, Denver’s trudging offense finally found a bit of a spark.

Tyler Badie had just taken a third-and-13 swing pass for 16 yards and a first down.





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