NBA star launches value-based sports apparel brand
Jonathan Isaac, forward for the Orlando Magic, joins "Fox & Friends" to explain why he chose to stand for the national anthem and his decision to launch UNITUS, a faith-based alternative to Nike.
NBA star Jonathan Isaac made headlines in 2020 for standing during the nation anthem while his teammates kneeled. He’s now launching an athletic apparel brand dedicated to his Christian faith and American values.
Isaac said he developed his brand, UNITUS, as an alternative to "woke" retail brands like Nike. He said his decision to stand during the anthem and develop his clothing brand were inspired by his faith.
Isaac told "Fox & Friends" on Tuesday that he didn’t believe that kneeling during the national anthem or wearing a Black Lives Matter T-shirt would provide any real solutions.
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Orlando Magic's Jonathan Isaac stands as other players kneel before a game on July 31, 2020. (Ashley Landis / Pool Photo via USA TODAY Sports)
"I didn't want to align myself with the Black Lives Matter movement and organization. And I felt that a true answer to all the problems that we see, not just racism, was the gospel of Jesus Christ. So, I decided to stand up and share it," he said.
He went on to explain his belief that purchasing items from "woke" companies is an act of support for the leftist politics and progressive messages those companies endorse.
"When we do give our money to companies that don't support our values, we're cosigning their message," he said. "So, what I wanted to do was give Americans, freedom-loving Americans, faith-loving Americans the option to buy with their values."
Isaac, who also made headlines in 2021 for pushing back on the NBA's vaccine policy, said his company stands for faith, family and freedom with a logo design based on the Ark of the Covenant.
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Jonathan Isaac of the Orlando Magic is shown during a game against the Boston Celtics at Amway Center on Jan. 23, 2023, in Orlando, Florida. (Mike Ehrmann / Getty Images)
The initial clothing line features leisurewear like hoodies, sweatpants and T-shirts, and Isaac plans to offer a sneaker that he’ll be wearing throughout the next NBA season. Eventually, Isaac hopes to offer clothing for multiple sports and cater to children and adults.
"People respect me for my courage of standing for what I believe in and doing things myself. Yes, I've gotten my fair share of negativity. But I like to focus on the positive," he said.
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"It's not about hating anybody. It's not about going against anybody. It's simply saying that our values are valid, and they deserve to be celebrated. And if they won't, then we'll celebrate them ourselves."
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