Many professional athletes leverage their platforms to venture into entrepreneurship, often creating brands that reflect their personal values and passions. For NBA player Jonathan Isaac, this path unfolded uniquely after a significant career setback prompted him to forge his own distinct identity in the apparel industry, rather than pursuing conventional endorsement deals.
The Inception of UNITUS
Five years ago, following a major injury, Jonathan Isaac’s contract with a prominent athletic footwear and apparel brand was not renewed. Instead of seeking a new partnership with another established company, Isaac embarked on an unexpected journey: creating his own brand. The Orlando Magic forward founded UNITUS, an apparel line deeply rooted in faith. Isaac shared that the idea was sparked during his rehabilitation process after a conversation with his pastor, who suggested he create his own sneaker.
A Movement Beyond Apparel
UNITUS positions itself as more than just a producer of premium clothing and footwear; its official website describes it as “a global movement for positive change.” Isaac emphasizes that the brand’s core mission is to connect people through shared values. “We believe Jesus offers our world a better way, and we boldly stand for our faith in Him. Our mission is to inspire and empower people to live in greater unity, freedom, strength, and purpose,” he explained. The vision from the outset has been to serve as a meaningful touchpoint for believers, offering products that inspire confidence and connection.
Embracing Personal Faith
Isaac clarified that UNITUS does not aim to impose beliefs on anyone. “We are not pushing that onto other people, it’s more of an internal thing,” he stated. A key aspect of the brand is the inclusion of scripture on clothing and shoes, serving as a personal reminder of a larger purpose for the wearer. This allows individuals to carry their faith with them, whether on the basketball court or in everyday life, serving as both an internal anchor and a quiet witness.
Creative Freedom and Unique Design
Launching an independent brand granted Isaac unparalleled creative freedom. This allowed him to design products that truly encapsulated his personal values. The brand’s signature shoe, named the “Judah 1” after Isaac’s middle name, exemplifies this. Each pair features a visible Bible verse on the exterior, a unique design element that was central to the brand’s foundation. This concept quickly expanded from a single sneaker to an entire product line, all built around the sentiment of integrating faith into daily life.
Customers can anticipate the release of UNITUS’ new activewear line in the near future.
Michael Carter holds a BA in Economics from the University of Chicago and is a CFA charterholder. With over a decade of experience at top financial publications, he specializes in equity markets, mergers & acquisitions, and macroeconomic trends, delivering clear, data-driven insights that help readers navigate complex market movements.