When Orlando Magic forward Jonathan Isaac laces up for a game, he is not just wearing a pair of sneakers; he is wearing a statement. The 6-foot-10 first-round 2017 draft pick has done what no NBA player has done before him: built a faith-based sneaker brand that boldly places Bible verses on the outside of every shoe, sparking admiration, controversy, and a cultural debate that extends well beyond the basketball court.
From Nike’s Shadow to His Own Light
Isaac’s journey to brand ownership was born out of adversity. After suffering a devastating knee injury, Nike chose not to re-sign him. Rather than chase another corporate deal, Isaac walked into his pastor’s office and walked out with an idea. Why don’t you just make his own sneaker? That conversation gave birth to UNITUS, pronounced unite-us, a Christian footwear and apparel brand co-founded in 2023, built on the philosophy of connecting believers to Christ and to each other.
Scripture on the Sole
Every UNITUS sneaker carries a Bible verse printed visibly on the outside of the shoe. The flagship model, the Judah 1, features Proverbs 28:1, “The wicked flee when no one pursues, but the righteous are bold as a lion”, and its design draws from the biblical symbol of the Lion of Judah. The Judah 1 sold out, prompting Isaac to elevate the concept with the Judah 2, which features six Bible verses and moves Scripture from the back of the shoe to the front. A signed pair of the Judah 1 was even unveiled at the Museum of the Bible in Washington as part of its “Impact of the Bible” exhibit.
Uniting God’s People — Or Dividing Everyone Else?
Isaac’s stated mission is to “unite Christians, lovers of God, lovers of country all across the nation” and give them a shared touchpoint of faith. He describes the verses as personal reminders for the wearer. “They’re much more so about the person wearing them, and helping you create a touch point of reflection for yourself,” he said. The brand quickly ballooned, he noted, into “an entire brand centered around creating touch points for the believer to connect them to each other and to Christ”.
The Backlash Begins
Not everyone has celebrated the vision. Critics have questioned whether a brand marketed as “uniting” people, while explicitly positioning itself against “woke” corporations, can truly be inclusive. Isaac has never shied away from the tension; he famously refused to kneel during the national anthem in 2020 and later wrote a book titled Why I Stand. He has acknowledged the negativity but remains resolute. For Isaac, every step on the court is a testimony, Bible verse and all.
Sources:
“NBA Star Jonathan Isaac’s Faith-Forward Apparel Brand ‘UNITUS’ to Launch Latest Activewear Line.” Fox Business, 5 Jun. 2025.
“Basketball Shoe With Bible Verse From NBA’s Jonathan Isaac Lands at Museum of the Bible.” Religion News Service, 25 Aug. 2025.
“Orlando’s Jonathan Isaac First in NBA Bubble to Stand for Anthem.” ESPN, 31 Jul. 2020.
“Magic Pick at No. 6: Jonathan Isaac, Florida State Forward.” ESPN, 22 Jun. 2017.
