Outspoken Christian, NBA star, and Daily Wire author Jonathan Isaac launched &#8220;<a href="https://weareunitus.com/" target="_blank" rel="noopener">UNITUS</a>&#8221; — his new sports apparel brand centered on faith, family, and freedom at a star-studded event in Orlando, Florida, on Saturday evening.
Brett Cooper, host of &#8220;The Comments Section&#8221; on The Daily Wire, was on hand for a &#8220;fireside chat&#8221; with the Orlando Magic forward, discussing why he felt called to create the new company.
&#8220;I do see this as something that is bigger than me. &#8230; And so for that, I have to give glory and honor to Jesus Christ,&#8221; Isaac told Cooper before asking his pastor, Durone Hepburn, to lead the audience in prayer.
Cooper asked Isaac how he came up with the idea for the company — and the name.
&#8220;The name UNITUS actually came from Dr. Hepburn,&#8221; Isaac said before explaining that in 2020, he was actually signed by Nike, but suffered an injury and was not re-signed to the brand. Hepburn encouraged him to start a sneaker company — which then &#8220;blossomed&#8221; into a brand to &#8220;give people the freedom to buy with their values.&#8221;
During the conversation, the Florida State University graduate also explained what &#8220;true greatness&#8221; — a cornerstone of UNITUS — means to him.
&#8220;True greatness is the embodiment and the striving toward the values that we want to see celebrated in our marketplace and culture,&#8221; he said. &#8220;It&#8217;s one thing to say we stand for these values. &#8230; It&#8217;s one thing to shout &#8216;faith, freedom, and family&#8217; from the rooftops &#8230; but if we&#8217;re not walking the walk, and talking the talk, then what does it really mean?&#8221;
Isaac went on to explain that &#8220;true greatness&#8221; is not defined by what the world values.
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&#8220;We know that true greatness is found in none other than Jesus Christ,&#8221; he explained, saying it&#8217;s not about &#8220;accolades.&#8221;
&#8220;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, &#8216;I am truly great. I don&#8217;t need to measure myself by world standards.&#8217; And that is what UNITUS is about.&#8221;
Isaac, the author of &#8220;<a href="https://store.dailywire.com/products/why-i-stand-by-jonathan-isaac" target="_blank" rel="noopener">Why I Stand</a>,&#8221; made headlines and inspired others in 2020 after refusing to partake in the Black Lives Matter protests that were sweeping the nation, the corporate boardroom, and America&#8217;s professional sports leagues. Isaac was the first NBA player not to kneel for the national anthem that season and cited his Christian faith as the key reason why.
“In a time where our country needs men and women willing to stand for freedom of thought, personal medical decisions, and biblical values, courage could not be more paramount,&#8221; Isaac said in January 2022 after his book deal with DW Books was announced. &#8220;In this book, I’m going to tell the story of why I chose to stand. I hope it inspires others to do the same.”
Now, the husband, father, and minister hopes to continue a similar mission with UNITUS.
&#8220;Standing for what you believe in is going to get harder,&#8221; UNITUS tweeted prior to the launch event. &#8220;But it&#8217;s also going to become more necessary. UNITUS helps you confidently wear your values without compromising style or performance.&#8221;
<blockquote class="twitter-tweet" data-width="500" data-dnt="true">
Standing for what you believe in is going to get harder. But it&#39;s also going to become more necessary. UNITUS helps you confidently wear your values without compromising style or performance. 
We&#39;re only 2 days out from launch day! Get started here: <a href="https://t.co/eHcYzvorvS">https://t.co/eHcYzvorvS</a> <a href="https://t.co/nklJzpxAXU">pic.twitter.com/nklJzpxAXU</a>
&mdash; Unitus (@weareunitus) <a href="https://twitter.com/weareunitus/status/1684701938359713792?ref_src=twsrc%5Etfw">July 27, 2023</a></blockquote>
On the company website, UNITUS makes clear that the purpose of this clothing is to bring people together — not stoke controversies that separate them.
&#8220;For too long, the sports and lifestyle apparel game has been dominated by companies with divisive agendas,&#8221; the website reads. &#8220;Greatness has been defined only by how you perform—apart from who you are and how you live. And cancel culture has the millions of people who hold traditional values wondering, &#8216;What if I’m the only one?'&#8221;
The company offers adult and youth clothing, but emphasizes that it&#8217;s about &#8220;more than cool clothes — UNITUS is a community of people rallied around faith, family, freedom, and the pursuit of true greatness.&#8221;
&#8220;Together, we rise above by working every day to be the best we can be, joyfully serving others with integrity, and standing for what’s right,&#8221; UNITUS said.
The launch night featured dozens of athletes and conservative stars, such as Riley Gaines — the former D1 NCAA swimmer who has spoken out against radical gender ideology after being forced to swim against a male athlete who identifies as a woman.
&#8220;People are looking to put their money elsewhere,&#8221; Gaines said on the red carpet. &#8220;We see the direction Nike is going, we see all these corporations such as Bud Light and Target and Tampax &#8230; we see what they&#8217;re doing and people are fed up, but we don&#8217;t feel like we don&#8217;t have an alternative — especially when it comes to athletic wear &#8230; and now we do.&#8221;
At one point, Isaac told the crowd that what he wants to do is build a &#8220;community of people who say not only are these the values that I stand for, but these are the values I&#8217;m striving towards getting better at; no matter what you look like — black, white, indifferent, money, no money — if you understand the necessity and value of these values, then UNITUS is for you.&#8221;
A recorded live stream of the event can be seen <a href="https://www.youtube.com/watch?v=Ub_VG8sj2nI">here</a>.

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‘Faith, Family, Freedom’: NBA Star Jonathan Isaac Launches Values-Based Sports Apparel Brand

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‘Faith, Family, Freedom’: NBA Star Jonathan Isaac Launches Values-Based Sports Apparel Brand