UC Berkeley’s Golden Bears are embracing the “woke” label as a rallying cry this football season, turning what was meant to be an insult from some Southeast rivals into a meme.

The traditionally middling college football program joined the Atlantic Coast Conference this year, meaning its team will play games in parts of the country that it rarely visited in years past.

Or in other words, the Bears are visiting locales that don’t quite resemble their habitat in the onetime hippie hotbed…