Jim Riswold, the iconic copywriter who played a pivotal role in creating some of Nike’s most memorable advertising campaigns, has passed away at the age of 66 after a two-decade battle with cancer.
Riswold was the first copywriter hired by Dan Wieden at the prestigious advertising agency Wieden+Kennedy, where he crafted groundbreaking campaigns that left an indelible mark on the industry.
Throughout his career, Riswold was instrumental in shaping the narratives of several iconic Nike campaigns. His creative genius was evident in memorable ads such as Michael Jordan’s “Mars Blackmon” and “Hare Jordan” (Which would become Space Jam), Bo Jackson’s “Bo Knows,” Charles Barkley’s “I Am Not a Role Model,” and Tiger Woods’ “Hello World.” His ability to blend humor, storytelling, and cultural relevance helped elevate Nike’s brand to new heights.
Dan Wieden, who famously coined Nike’s legendary tagline “Just do it,” often praised Riswold’s talent, stating that he “wrote like a god” during his two-decade tenure at W+K. Riswold’s contributions to advertising were recognized in 2013 when he was inducted into The One Club’s Creative Hall of Fame.
He wrote this about Riswold on Riswold’s website: “Not every copywriter makes a good creative director. But Jim found his own unique way to bring the best out in people. He did it via self-aggrandizement. It was a thinly disguised act that went something like this: “Dude, this work is shit. A waste of my time. Everything, except this little bit here. See that? Make that the focus and you’re on to something.”
After leaving advertising, Riswold embarked on a second career as a contemporary artist, using his unique perspective to create thought-provoking and often provocative works. He humorously described his transition from advertising to art as going from “selling people things they don’t need to making things people don’t want.”
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Beyond his work on campaigns, Riswold also contributed to nurturing the next generation of creative talent by running W+K’s experimental ad school, W+K12, for several years. His influence and mentorship left a lasting impact on aspiring creatives and colleagues alike.
Riswold’s legacy in both advertising and art remains a testament to his creativity, wit, and innovative spirit. His work revolutionized advertising and inspired countless individuals to embrace their creative instincts and think outside the box.
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