Jonathan Isaac, an NBA player and Christian minister, has launched UNITUS, his own clothing brand.
It’s all about celebrating faith, family, and unity, and he’s doing it to stand up against what most people are saying about Christianity.
Jonathan, remembered from the news in 2020 when he didn’t kneel during the National Anthem, unlike his teammates who supported Black Lives Matter. Now, he uses the attention to share his beliefs through his new brand, UNITUS.
UNITUS, which derives its name from the Latin word for “Unite Us,” was conceptualized by Isaac and his pastor, Bishop Durone E. Hepburn of J.U.M.P. Ministries Global Church. The brand’s logo, inspired by the ark of the covenant, symbolizes their shared vision of bringing people together under the principles of faith and unity. Isaac, who was previously signed as a brand ambassador for Nike, decided to take the path of creating his own brand after an injury led him to part ways with the sportswear giant. The idea behind UNITUS was grounded in the desire to offer freedom-loving and faith-driven Americans a platform to align their consumer choices with their values.
“UNITUS starts with ‘you’ and ends with ‘us,’ and [I wanted to see] what could this look like to give freedom-loving Americans, and faith-loving Americans the freedom to buy with their values,” Isaac emphasized. He expressed the need to showcase values that are often marginalized in mainstream media conversations, asserting that it’s not about hate but about representing beliefs that are integral to his identity.
Isaac’s journey towards founding UNITUS has not been without its challenges. The athlete acknowledged the difficulties of standing against mainstream cultural norms, particularly as someone who holds conservative Christian values. He emphasized that his brand aims to bridge the gap and promote tolerance while highlighting the importance of faith, family, and love.
UNITUS currently offers a range of high-quality apparel, with plans to introduce the Judah sneaker line in the near future. Isaac’s vision for the brand is to foster a sense of unity that transcends differences and encourages individuals to come together under the banner of shared values.
“For me, true greatness is simply this — the world defines greatness as who you are, accolades that you carry, what you’ve done and will rank you on how great you are. But I believe that true greatness, not the world’s kind of greatness, but the true greatness is found in no other than the example of Jesus Christ,” Isaac explained. He aims to redefine greatness as standing up for values, loving people where they are, and embodying the principles of Christ.
Isaac’s determination to create a space where faith and values are celebrated has been met with both praise and criticism. Nevertheless, he remains steadfast in his mission to promote unity, understanding, and the importance of holding true to one’s beliefs.