NBA player Jonathan Isaac, for example, announced the launch of his UNITUS apparel brand in a tweet on June 2. Pitched as an "alternative" to retail brands that are going woke, UNITUS is scheduled to launch in August. "UNITUS is a sports and apparel company, and the basis of it for me is freedom. You have companies that are in that field who have made a conscious decision to either attack or undermine Christian values, conservative values, and things like that," Isaac told Prager U's Amala Ekpunobi for the documentary "Unwoke Inc."

"And I think they have the free choice to do so, as much as I disagree. But I feel that we also have the freedom to create what we want to create," the NBA star sadi to make his position clear.

Isaac said that the UNITUS brand is aimed at giving parents who want to buy their kids sneakers and clothes the option to give their money to a company that "they know is going to work toward bolstering their values."

"We can be proud of what we believe in. We don't have to hide or be ashamed of it … As the day continues to get darker and darker and crazier and crazier, you standing up for what you believe in is only going to get harder. But it's only going to become more and more necessary," Isaac said.