January 1, NBA Player’s New Anti-Woke Apparel Brand

NBA player Jonathan Isaac is taking a stand against what he perceives as corporate America’s submission to left-leaning ideologies by launching UNITUS, an anti-woke apparel brand aimed at promoting conservative values.

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, a 6’10” power forward, took to Twitter to express his thoughts about the current state of corporate America. He argued that the same freedom companies use to “undermine Christian values” should be used to “create an alternative.”

“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,” Isaac said. “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.”

My Chat with NBA Player Jonathan Isaac, Author of Why I Stand (THE SAAD TRUTH_1441): https://t.co/LzPgjkndbn. @JJudahIsaac @OrlandoMagic @NBA @MasterworksIO @swish41 @SteveNash @KDTrey5

— Gad Saad (@GadSaad) August 16, 2022

UNITUS, according to Isaac, is an apparel company founded on the principle of freedom. He believes that conservatives should be able to express their values openly, without fear or shame. “We can be proud of what we believe in. We don’t have to hide or be ashamed of it,” Isaac told Prager U’s Amala Ekpunobi for the documentary Unwoke Inc.

I’m very curious about — and will be patient for — Jonathan Isaac’s explanation here.

Standing for the anthem is one thing…

But seeming to be intentional about *not* wearing a Black Lives Matter shirt…. I dunno, man… pic.twitter.com/CFBJ98tOKG

— Dane Moore (@DaneMooreNBA) July 31, 2020

Isaac’s stance is a response to what he views as increasing attacks on Christian beliefs and the erosion of moral values. He called for courage in the face of growing societal pressures, saying, “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 has been known for standing up for his beliefs, both figuratively and literally. He gained national headlines in 2020 when he chose to stand during the national anthem while his teammates and opponents knelt before games. His decision was rooted in his Christian faith and a rejection of the Black Lives Matter movement’s divisive narrative and the NBA’s endorsement of it.

Isaac’s Christian faith and conservative values will be at the core of his UNITUS clothing brand, which is set to launch in August. His move is a testament to the intersection of sports, culture, and personal beliefs, further highlighting the importance of diversity of thought within society.

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