NBA player Jonathan Isaac announced that he is starting up his own anti-woke sports and apparel brand that will work toward bolstering Christian and conservative values.
Isaac said in a video posted on Twitter, “You have companies that are in that field who have made a conscious decision to either attack or undermine Christian values, conservative values, and things like that. And I think they have the free choice to do so, as much as I disagree, but I feel that we also have the freedom to create what we want to create.”
In response to woke apparel companies such as Adidas and Nike, Isaac started the company UNITUS.
“UNITUS is a sports and apparel company, and the basis of it for me is freedom,” the Orlando Magic forward said.
Isaac wants to sign athletes from all different sports to “create an infrastructure” to provide sneakers and clothing that will bolster Christian and conservative values.
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Isaac told Amala Ekpunobi for the PragerU documentary Unwoke Inc.
In a conversation with Amala Ekpunobi for the PragerU documentary “Unwoke Inc.,” Isaac stated, “We can be proud of what we believe in. We don’t have to hide or be ashamed of it.”
As societal and cultural tensions rise, Isaac warned, “As the day continues to get darker and darker and crazier and crazier — you standing up for what you believe is only going to get harder — but it’s only going to become more and more necessary.”
Isaac made headlines in 2020 when he was the sole NBA playernot to kneel in protest of the national anthem during the peak of the Black Lives Matter movement. Isaac credited his faith in Jesus Christ for bravely rejecting the BLM narrative.
Isaac is expected to launch his UNITUS brand this August.
The anti-woke brand comes at a time when conservatives have ignited several boycotts against companies pushing a woke agenda.
Bud Light, Target, and Koh’ls have faced recent boycotts over peddling progressive ideologies to consumers.
Retail brands have the freedom to go woke. We have the freedom to create an alternative. UNITUS launches August 2023. Stay tuned🙃 #WeAreUnitus pic.twitter.com/2TIfkVc6Zt
— Jonathan Isaac (@JJudahIsaac) June 2, 2023