.by Achoti Tamar
Jonathan Isaac of the Orlando Magic launched his new apparel brand UNITUS in August 2023 after receiving backlash for standing during the United States National Anthem as the rest of his teammates took a knee. Issac's apparel brand is a faith-based initiative aimed at defeating the so called "WOKE" cancel culture. Isaac received criticism from Black Live Matters supporters for taking a stand. Isaac said in an interview ""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. The Media has labeled Isaac "anti-woke" because he refuses to align himself with the culture of wokeness. Exactly what does it mean to be "woke"?
The term "woke" is a slang that originated in "Black" vernacular in the 1940's. The term was used as a metaphor for being aware of social injustice and oppression found in "Black" communities. The hashtag “#staywoke” on social media, emerged in 2014 with the Black Lives Matter movement, ignited by the tragic shooting of two unarmed black men by police officers. Recently the term has been usurp by those in the LGBTQ community. Could that be the reason why Jonathan Isaac does not want to wear the label "woke"? Isaac said, ""When we do give our money to companies that don't support our values, we're cosigning their message. So, what I wanted to do was give Americans, freedom-loving Americans, faith-loving Americans the option to buy with their values."
Opponents of Isaac took to social media to voice their opinions about Isaac's stance touting "he needs to worry about being a good basketball player". That quote sounds eerily similar to the infamous Laura Ingram quote "shut up and dribble". These quotes denote that ball players could not possibly have a valid opinion about social injustice because their job is playing a sport.
The UNITUS apparel brand has a variety of sports gear such as shirts, shorts, sweatpants, jackets, hoodies and caps. Jonathan Isaac's signature shoes called "Judah I" will launch sometime later. The brand's logo was based on the Ark of the Covenant Isaac said.
Despite all the backlash from the media and some NBA fans, Isaac's supporters are letting the social media community know that they are proud of Isaac for taking a stand and sticking to his faith and not compromising his beliefs. One supporter tweeted:
@LegionHoops @SchmittNYC I love Jonathan for this moment right here. Standing up for his beliefs and principles despite all the league pressure.
Another NBA fan tweeted:
thatguyhy @thatguyhy @LegionHoops @SchmittNYC Jonathan Isaac is the role model kids need! God bless him
Isaac played 11 games last season before tearing his left adductor muscle. He missed the rest of the season recuperating from surgery to repair the injury. He is set to start the next season with a partial guaranteed contract giving the Orlando Magic a way out if he doesn't stay healthy. It appears that Isaac's apparel brand UNITUS will help supplement his income regardless of what happens to him in the NBA arenas. Sounds like a winning plan. He can do both, play basketball and profit from his new apparel brand, UNITUS.
The UNITUS brand is the alternative to the division found among Black Lives Matter, LGBTQ and the "woke" community. Isaac should be applauded for his attempt to unite rather than divide. For that he is labeled "anti-woke".
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