CREATIVE DIRECTION BUILT ACROSS CULTURE, PRODUCT, AND PERFORMANCE

Robert Abeyta Jr. is a multidisciplinary creative director, designer, strategist, and founder whose work connects brand expression, product innovation, cultural storytelling, and human performance.

Across more than two decades, Robert has helped global companies and independent brands define how they look, communicate, behave, and grow. His experience spans footwear, apparel, identity, campaigns, merchandising, retail, content, collaborations, and experiential platforms.

At Nike, Robert led the creative development of Urban West, a new footwear and apparel business unit that grew from launch into a $250 million business. He later developed global creative work for Apple at TBWA\Chiat\Day’s Media Arts Lab and held leadership roles at Stüssy and 72&SUNNY, directing brand systems and integrated campaigns for clients including Xbox and Chase.

In 2010, Robert founded DUALFORCES, a Los Angeles–based creative applications group working at the intersection of design, performance, and human resilience. Through DUALFORCES, he leads multidisciplinary teams across brand strategy, creative direction, identity, product design, apparel, merchandising, content, and experiential development.

The studio’s work is grounded in the belief that creative direction should do more than produce an image. It should create a coherent system—connecting product, language, environment, community, and commercial opportunity around a clear point of view.

For LEVEL BLACK, Robert led the transformation of an emerging domestic direct-to-consumer label into an internationally recognized Jiu-Jitsu and submission-grappling brand. The work included identity development, technical apparel, product franchises, campaigns, e-commerce storytelling, and collaborations across sport, music, military, and performance culture.

As a partner and creative director of Undefeated’s UACTP platform, he helped create a new experiential business vertical combining performance training, branded programming, member products, content, and partnerships with Nike, Nike China, Adidas, NTS Radio, Sorinex, Gym Jones, and USASOC.

Robert’s creative practice is informed by a parallel background in military service, international instruction, and operational training. Having worked in more than 32 countries, he brings an understanding of leadership, adaptability, cultural context, and decision-making under pressure to every engagement. He is also a second-degree Brazilian Jiu-Jitsu black belt and instructor, using physical practice as a framework for discipline, problem-solving, resilience, and collective development.

His artistic work has received international recognition, including participation as an invited artist in documenta fifteen in Kassel, Germany.

Whether building a global campaign, developing a performance product, guiding a creative team, or creating a new organizational platform, Robert’s focus remains consistent:

Clarify the idea. Build the system. Protect the identity. Create work that holds up over time.