Rob Judin and Two Bits Creative recognized for developing athletes’ brands while providing training for student creatives

Rob Judin, University of Florida College of Journalism and Communications (UFCJC) Public Relations lecturer and alumnus, and the College student-led agency, Two Bits Creative, are featured in “Athlete-As-A-Brand: What Comes Back When the Money Flattens” published by Jack Porter, Inc. a premier experiential sports design firm on Aug. 10.

The article focuses on universities, including UF, who have made a serious investment in Name, Image, and Likeness (NIL) infrastructure in different ways.

After college, Judin encountered a conundrum. He found out that it is difficult to get a job without experience, and difficult to get experience without a job. He embarked on a path to make a change.

He established Two Bits Creative at UFCJC to offer students a chance to work with real client accounts for credit. Their efforts have led to the development of athletes’ brands and provided training opportunities for the next generation of creatives.

According to Jack Porter Inc., “NIL simply gave him [Judin] a budget to solve it. His pitch to Florida Victorious [the official NIL partner of the Florida Gators] was direct. Video is expensive. Graphics are expensive. Athletes need both. And there is a building full of students who need to have done the work. The output is real. When the Lunchbox series shot, students lit it, shot it, cut in, built the social promos and designed the thumbnails.”

Since August 2025, Judin and Two Bits Creative students have grown the concept from a pitch to an operating agency. Now more than 70 students work in account management, AI and analytics, client acquisition and sponsorships, graphic design, multimedia and social media.

Judin said the hardest part of running Two Bits Creative is staying in the director’s chair. The moment he picks up the tools and does the work himself the students stop learning. So, he sets the standard and gets out of the way.

The agency has encountered some challenges including constraints when soliciting sponsorships, so the agency pivoted their approach to ideation and activation.

Judin has found that the most valuable part of Two Bits Creative has nothing to do with athletes, but with the involvement of some incredibly talented students. His plan is for creative students to choose Florida because Two Bits Creative exists. His careful approach to recruiting conveys that this is a resource for all students.

If NIL is removed entirely from the Two Bits Creative model, the program teaching students to do the work that people will pay for will still exist.

Thanks to Judin’s efforts, Two Bit Creative has excelled as an academic experience and an amenity at the same time. The investment in the program will last and can survive in an ever-changing environment.

Category: College News, Sports
Tagged: NIL Public Relations Robert Judin Two Bits Creative
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