With Bud Light, Target, and other brands taking the spotlight in the “woke” culture wars, NBA player Johnathan Isaac has created a new brand to celebrate freedom, faith, and American values. Isaac, who plays for the Orlando Magic, officially launched his UNITUS apparel company during an all-star event in Orlando.

The event featured a performance by Taurean Wells, a fashion show, fireworks, and more. Stars, athletes, journalists, and noted business executives joined in the celebration to launch a brand that hopes to represent “true greatness.” Riley Gaines, the former collegiate swimmer vocally opposed to biological men competing in women’s sports, was among those in attendance.

During a Q&A portion of the launch, Isaac said, “I do see this as something that is bigger than me. And so, for that, I have to give glory and honor to Jesus Christ.” He discussed his belief “true greatness is found in none other than Jesus Christ” and the importance of not measuring oneself in terms of “world standards.” Isaac added, “And that is what UNITUS is about.”

CBN’s Faithwire previously reported that Isaac went viral in 2020 for departing from his fellow Orlando teammates and refusing to kneel during the National Anthem or wear Black Lives Matter attire. That decision catapulted him into the headlines and led him to write a book, “Why I Stand.” Now, Isaac is putting that energy into a brand he believes will strengthen Christians, conservatives, and those looking to invest in clothing representing their values.

He previously told CBN’s Faithwire, “UNITUS is desperately needed today because more and more brands in the sports and leisure wear space are abandoning the consumers’ desire for them to be impartial on matters of culture, spirituality, and politics. Many brands have overtly endorsed harmful and divisive ideologies that have left consumers looking for alternatives.”

He said there’s a profound need for a “hopeful brand bolstered by values of faith in Christ, American freedom, and family-building.” Isaac believes UNITUS will provide products consumers will feel good about both inside and out, a rarity in today’s marketplace, as he argues some brands have taken to undermining or even attacking conservative and Christian values.

The NBA player believes it’s important to use his freedom to create an alternative and hopes to sign athletes from across various sports to don his merchandise. UNITUS makes T-shirts, sweats, shorts, sneakers, and other athletic apparel. In the end, Isaac wants to create a “real infrastructure of people” across the spectrum who want to “give their money to a company they know is going to work toward bolstering their values.”

And with cultural trends continuing to become more chaotic, Isaac believes people must decide to live out their faith values fully.