Red Bull ‘fires’ top US executives ‘who pushed for diversity and inclusion’

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Red Bull ‘fires’ top US executives after more than 300 employees criticized the company’s ‘public silence’ on Black Lives Matter and a racist slide was shown in a meeting

  • North America chief executive Stefan Kozak and North America president and chief marketing officer Amy Taylor were let go, the company said Tuesday 
  • Both Kozak and Taylor are said to have pushed for more diversity and inclusion
  • A third executive, head of global culture marketing Florian Klaass, has also left the energy drink brand after she allegedly approved a ‘racist’ slide shown in a meeting 
  • ‘We reject racism in every form, we always have, we always will,’ Red Bull says 

Red Bull is reported to have fired three of its top executives in the US after more than 300 employees criticized the company’s ‘public silence’ on Black Lives Matter

North America chief executive Stefan Kozak and North America president and chief marketing officer Amy Taylor were let go, the energy drink company said Tuesday. 

Both Kozak and Taylor are said to have pushed for more diversity and inclusion, The Wall Street Journal reports. 

Insiders told Business Insider it is believed Kozak and Taylor were fired by leadership in Austria blamed them for leaks and tension over diversity issues within the company.

A third executive, head of global culture marketing Florian Klaass, has also left after she allegedly approved a racist slide shown in a meeting. 

Amy Taylor

North America chief executive Stefan Kozak, left, and North America president and chief marketing officer Amy Taylor, right, were let go, the energy drink company said Tuesday

A June 1 letter signed by more than 300 workers and sent to Taylor and Kozak asked the company to ‘take meaningful action in the fight to end racial injustice’ in the wake of George Floyd’s killing at the hands of Minneapolis police.  

A leaked slide, shown at meeting three weeks later, is said to have shown racist stereotypes from countries around the world. 

It is said to have shown ‘they do our laundry’ on Mexico, ‘they make our stuff’ on China, ‘evil-doers’ on the Middle East and ‘zoo animals come from here’ on Africa. 

Red Bull has not publicly commented on why Taylor and Kozak have left the company. They said Klaass’ departure was part of downsizing, AdWeek reports. 

Taylor and Kozak are said to have worked together over the last several years on efforts to increase diversity at Red Bull. Taylor was met with opposition when she pushed for the company to speak out more publicly about racism, sources said.   

Red Bull has not publicly commented on why Taylor and Kozak have left the company. They said Klaass' departure was part of downsizing

Red Bull has not publicly commented on why Taylor and Kozak have left the company. They said Klaass’ departure was part of downsizing

The company replied to the employees’ letter on June 26, writing: ‘We reject racism in every form, we always have, and we always will. Anyone who knows anything about our company knows this.’

Alexandre Ruberti and Marc Rosenmayr are said to be leading Red Bull North America until permanent replacements can be found. 

In a statement the company said: ‘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.’ 

DailyMail.com has contacted Red Bull for additional comment.  

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