Nike's Ad Maverick Jim Riswold: The Man Who Revolutionized Sports Marketing

Jim Riswold, the advertising innovator who transformed Nike into a cultural phenomenon, passed away on August 9, 2024, at his Portland, Oregon residence. He was 66 years old. The cause was identified as interstitial lung disease, exacerbated by metastatic prostate cancer, according to a family statement.

Riswold's impact on the advertising world was profound. Entering the industry in the 1980s, he approached his work with a unique perspective, viewing advertising as a blend of product promotion and cultural zeitgeist. His tenure at Wieden+Kennedy, which began as the agency's first copywriter in Portland, saw him create campaigns that not only sold products but also captured the imagination of a generation.

One of Riswold's most iconic creations was the "Bo Knows" campaign for Nike. Launched in 1989, it featured Bo Jackson, the exceptional athlete who excelled in both baseball and football. The campaign's success helped Nike regain market dominance after falling behind Reebok. Interestingly, Bo Jackson was the first athlete to be named an All-Star in two major American sports, a fact that aligned perfectly with the campaign's concept.

Another groundbreaking series was the "Mike and Spike" ads, featuring Michael Jordan and Spike Lee. This campaign, which ran from 1988 to 2004, paired the basketball superstar with the acclaimed filmmaker, creating an unlikely but compelling duo. The idea stemmed from Lee's character Mars Blackmon in his 1986 film "She's Gotta Have It," which was remarkably shot in just 12 days on a modest budget of $175,000.

Riswold's creativity reached new heights with the 1992 Super Bowl ad that paired Michael Jordan with Bugs Bunny. This collaboration eventually inspired the 1996 movie "Space Jam," which grossed over $230 million worldwide.

Riswold's approach to advertising was unconventional and effective. He believed in the power of ideas over research, often creating campaigns that defied traditional marketing wisdom. His work with Nike, which began its journey as Blue Ribbon Sports in 1964, helped establish the brand as a cultural icon.

"There are far more important things in this world than advertising: family, friends, art, first editions of Locke, literature, and baked beans."

Born on December 7, 1957, in Seattle, Riswold found solace in satire and comedy during his youth. He graduated from the University of Washington in 1983 with degrees in communications, philosophy, and history. This diverse educational background informed his unique approach to advertising.

In his later years, Riswold turned his creative talents to art, producing works that satirized world leaders and historical figures. His legacy in advertising and art continues to influence creatives and marketers worldwide.

Jim Riswold's contributions to advertising and popular culture have left an indelible mark. His innovative campaigns not only sold products but also became part of the cultural lexicon, demonstrating the power of creativity in marketing.