NBA star Jonathan Isaac launches values-driven sports brand: ‘Faith, Family, Freedom’.
Jonathan Isaac Launches UNITUS: A Sports Apparel Brand Centered on Faith, Family, and Freedom
Outspoken Christian, NBA star, and Daily Wire author Jonathan Isaac launched his new sports apparel brand, UNITUS, at a star-studded event in Orlando, Florida. The launch event, held on Saturday evening, featured a “fireside chat” with Isaac and Brett Cooper, host of “The Comments Section” on The Daily Wire.
Isaac expressed that UNITUS is more than just a business venture for him, stating, “I do see this as something that is bigger than me. And so for that, I have to give glory and honor to Jesus Christ.” He invited his pastor, Durone Hepburn, to lead the audience in prayer.
During the conversation, Isaac revealed that the name UNITUS was suggested by Dr. Hepburn. Originally planning to start a sneaker company after his Nike contract ended, Isaac’s vision expanded into a brand that allows people to align their purchases with their values.
True Greatness and the Values of UNITUS
Isaac also discussed the concept of “true greatness,” which is a cornerstone of UNITUS. He explained, “True greatness is the embodiment and the striving toward the values that we want to see celebrated in our marketplace and culture. It’s one thing to say we stand for these values, but if we’re not walking the walk and talking the talk, then what does it really mean?”
Isaac emphasized that “true greatness” is not defined by worldly standards but is found in Jesus Christ. He stated, ”We know that true greatness is found in none other than Jesus Christ. So that is what makes us truly great, and so we can step into the world, as we are, with boldness and confidence, and say, ’I am truly great. I don’t need to measure myself by world standards.’ And that is what UNITUS is about.”
Isaac gained attention in 2020 for his decision not to kneel during the national anthem, citing his Christian faith as the reason. His book, “Why I Stand,” further explores his convictions. Now, with UNITUS, Isaac aims to continue his mission of standing for freedom of thought, personal medical decisions, and biblical values.
UNITUS: Clothing That Unites
UNITUS aims to bring people together through its clothing, focusing on faith, family, freedom, and the pursuit of true greatness. The company’s website states, ”For too long, the sports and lifestyle apparel game has been dominated by companies with divisive agendas. Greatness has been defined only by how you perform—apart from who you are and how you live.”
UNITUS offers a range of adult and youth clothing, but its purpose goes beyond fashion. It seeks to create a community of individuals who strive to be the best they can be, serve others with integrity, and stand for what’s right.
A Community United by Values
The launch event for UNITUS was attended by numerous athletes and conservative stars, including Riley Gaines, a former D1 NCAA swimmer who has spoken out against radical gender ideology. Gaines expressed the need for an alternative to corporations like Nike, Bud Light, Target, and Tampax, stating, “We see what they’re doing, and people are fed up, but we don’t feel like we don’t have an alternative — especially when it comes to athletic wear … and now we do.”
Isaac’s vision for UNITUS is to build a community of individuals who not only stand for these values but also strive to improve themselves. He emphasized that UNITUS is inclusive and welcomes everyone who understands the importance and value of these principles.
To watch a recorded live stream of the launch event, click here.
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