These women probably have their own agenda that goes beyond Santa.
But if you visit other parts of the world, or read about other cultures and folklore, their version of Santa Claus is not necessarily a big fat white guy. They've adapted their fictional "Santa" character into their own culture. He can look like whatever the people decide to make him look like.
Santa and Mrs Claus and the elves are fiction. Malcom X and MLK are not.
If other cultures have adapted "Santa Claus" it doesn't change the fact that like Malcom X and MLK were black, St. Nicholas was white, and that's where Santa Claus came from. An Eastern European legend started in the Baltics and passed through Germany.
If other cultures want their own "Father Christmas" Uncle Rhemus or Willie Wetshoe, they're NOT Santa Claus and can be purple with green polka-dots. Things are what they are.