Staff Reports
Orlando Magic basketball star Jonathan Isaac is standing up for conservative Christian values by launching a new sports apparel brand called UNITUS. In an unapologetic Twitter announcement, Isaac slammed companies that he says are actively attacking these values with their marketing campaigns. He argued that while these companies have the freedom to do so, he and others have the right to create something in response.
— Jenna Ellis (@JennaEllisEsq) June 5, 2023
Isaac’s staunchly Christian views have sparked controversy in the generally liberal NBA players association in the past. He refused to wear a BLM shirt during the height of protests against police brutality in the United States, citing his belief that it didn’t support the broader mission to protect Black lives. Instead, he stands during the national anthem, drawing strength from his Christian faith. In his book Why I Stand, published earlier this year, he elaborates on his views, arguing for a conservative approach to social justice.
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 Judah Isaac (@JJudahIsaac) June 2, 2023
In an interview for the forthcoming documentary “Unwoke, Inc.” Isaac expressed deep concerns about the trajectory of American culture. He believes the country is getting more and more morally bankrupt by the day, and that Christians will continue to face intense pressure to abandon their values. For Isaac, standing firm in one’s principles is more important than ever before.
The creation of UNITUS comes at a time when many conservative consumers are feeling alienated by the broader culture. Isaac is tapping into a growing market of faith-based companies that are hoping to capture the attention of shoppers who are seeking something different. With boycotts aimed at companies like Chik-fil-A, Target, and Bud Light, there is clearly a hunger among conservative consumers for businesses that embody their values.
Isaac’s UNITUS may be in its early stages, but he’s already making it clear that he won’t shy away from taking on the most divisive issues of our time. His dedication to conservative Christian values will undoubtedly resonate with millions of Americans who have felt sidelined by the country’s cultural shift in recent years. For Isaac and his supporters, launching UNITUS is only the beginning of a mission to uphold and promote these values in sports and beyond.
