NBA Player Jonathan Isaac Jumps into the Apparel Business with an Anti-Woke Spin

Just when it seemed like every brand known and loved was running to the Left as fast as they could (Target, Bud Light and Adidas), NBA player Jonathan Isaac said, “HOLD MY BASKETBALL.” But like, in a good way, because he ran to the Right instead.

Isaac made a name for himself in 2020 when he refused to kneel during the national anthem. I’ve followed him on Instagram ever since, and he seems like a very sweet, genuine guy.

It was to my surprise (and pleasure) to hear Isaac announce on June 1 that he was going to launch his own apparel brand called UNITUS.

Catchy name, good sir. Watch the promo for the brand below.

I’m the most un-athletic person you’ll ever meet (I’m serious, don’t throw a ball at me), but I think I am suddenly in the market for some new activewear. #supportgoodbrands

“UNITUS is a sports and apparel company, and the basis of it for me is freedom,” Isaac said. “You have companies that are in that field who have made a conscious decision to, um, either attack or undermine Christian values, you know, conservative values, and things like that. And I think that they have the free choice to do so, as much as I disagree. But I feel that we also have a freedom to create what we want to create.”   

I couldn’t love this more. Isaac isn’t trying to silence the other brands. To the contrary, he believes in their right to be as woke as they want. That’s freedom of speech, after all. But he also emphasizes that as creators and consumers, we have the right to seek out products by companies that don’t spit in the face of our values.

Choices = freedom.

It will be interesting to see what products UNITUS has in store for us. I’d be game for some women’s swimwear items with pockets I can actually use (looking at you, Target).