I don't think this logic holds.
It is true that a sales rep job benefits from diversity eg having hispanic employees talk to Spanish speaking customers. However the same role can be performed equally well by a fluent Spanish speaker of any race. So a job requirement for a Hispanics sales rep would be racial discrimination for no good reason. You could construct similar arguments for most instances of diversity hiring.
Additionally Diversity is not the same as DEI. Diversity is a statistical concept whereas DEI is a religious belief