The battle lines continue to be drawn in America’s modern-day culture war. And with both sides taking shots and forcing boycotts, it’s gotten downright ugly for the corporate world, which has been caught in the middle of serving two masters.
But one NBA player is making it very clear that he’s ‘anti-woke’, and he’s even investing in his values. And apparently, putting his money where his mouth is has a lot of people talking.
Jonathan Isaac of the Orlando Magic announced the launch of his new endeavor, UNITUS, an apparel brand that is aimed at spreading a message of will “focus on bringing people together under the tenets of God and country.”
The 25-year-old made the announcement on his Twitter feed, in a short video:
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
Isaac came to prominence during the pandemic, when he refused to kneel during the National Anthem. He has continuously reasoned that his faith is the main reason why. In short, he feels that honoring God and country are essentially one and the same – a sentiment carried by many sports fans.
Jonathan Isaac acknowledges that all sports apparel companies can do business in the matter that they choose to. However, he claims that they use it to malign Christian and conservative beliefs. So his mission is to provide an alternative for consumers who feel like they’ve been shut out by the ‘new norm’.
“UNITUS is a sports and apparel company and the bases of it for me is freedom,” Isaac said. “You have companies in that field who have made a conscious decision to either attack or undermine Christian values, conservative values. 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.
“The hope is to sign athletes across all different sports and to create a real infrastructure of people who are in the sports world. Moms and dads who want to buy their kids sneakers and clothes but want to give their money to a company that they know is going to work towards bolstering their values.”
“We can be proud of who we believe in,” Isaac concluded. “We don’t have to hide or be ashamed of it. As the day continues to get darker and darker, crazier and crazier, you standing up for what you believe in is only going to get harder but is only going to become more and more necessary.”
Jonathan Isaac isn’t waiting around, either.
The former Florida State star says that the launch of his UNITUS brand is currently scheduled for August.
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