Jim Riswold, the visionary advertising genius known for his groundbreaking work with Nike, passed away on August 9 at the age of 66. His impact on the advertising industry is undeniable, with campaigns like "Bo Knows" and his collaborations pairing basketball superstar Michael Jordan with Bugs Bunny cementing his place as one of the greats.
Born on December 7, 1957, Riswold grew up in Seattle, where he faced challenges during his formative years. He was often bullied, which led him to seek solace in literature and the absurdist humor of Monty Python. After graduating from the University of Washington with degrees in communications, philosophy, and history, he ventured to Oregon, where his advertising career began to take off.
Entering the ad world during the 1980s, Riswold found his niche at Wieden+Kennedy. This plucky agency was unafraid to challenge the advertising norms established by the giant Madison Avenue firms. From the early days, he recognized the power of combining pop culture with marketing. His distinctive approach transformed products like sneakers from mere athletic gear to aspirational lifestyle items.
One of his most notable campaigns, "Bo Knows," launched in 1988 for Nike, featured the multifaceted athlete Bo Jackson. While Jackson was already making waves as both a baseball player and football star, Riswold's campaign took it to another level. The clever tagline and humorous spots showcased Jackson's prowess across various sports, connected by the refrain, "Bo knows baseball, Bo knows football," turning Jackson not just to an athlete but to a cultural icon.
Riswold’s playfulness shone through his creative work, as he once recalled the genesis of the “Bo Knows” campaign coming to him after he jotted down the line, "Bo, you don’t know Diddley," at the bar. The resulting commercials not only became synonymous with Nike but also dominated the sports advertising sphere. Running from 1989 to 1990, the ads were among the most successful, aiding Nike’s revival during a time when Reebok was dominating the market.
He didn’t stop there. Riswold played with the dynamics of advertising and celebrity once more with the "Mike and Spike" campaign, featuring the unlikely duo of filmmaker Spike Lee and Michael Jordan. The series highlighted Lee's character, Mars Blackmon, who had become enamored with Jordan’s Air Jordans. Their quirky commercials not only pushed the boundaries of typical advertising but also made sneaker culture vibrant.
Riswold's enthusiasm for collaboration and risk-taking extended to ideas like pairing Jordan with Warner Bros. legend Bugs Bunny. The ensuing Super Bowl ad became iconic, captivating audiences with its humor and charm. Irritated by the basketball ruckus, Bugs puts on his "Hare Jordans" and proclaims, "Of course, you know this means war," leading to one of the most memorable moments intertwined with Jordan’s legacy.
Throughout his career, Riswold continuously broke the mold, encouraging brands to think outside the box. His philosophy emphasized the importance of keeping things light-hearted, declaring, "There are far more important things in this world than advertising: family, friends, art, first editions of Locke, literature, and baked beans." This perspective provided him with the freedom to craft some of the industry’s most memorable ads.
Sadly, Riswold battled cancer for over two decades, eventually succumbing to interstitial lung disease worsened by metastatic prostate cancer. Facing his mortality did not dim his unique wit; the statement his family shared after his death read, "Okay, I’m dead now," which truly captured his irreverent spirit.
Jim Riswold is survived by his two children and two sisters. His legacy, embedded deeply within the ethos of modern advertising, continues to inspire. If you walk around wearing those iconic Air Jordans or see the playful antics of Bugs Bunny, know these bits of creativity owe much to his groundbreaking mindset and approach.
Riswold’s genius lay not just in clever advertising but also in his ability to tap deeply and reflect the cultural sentiments of various eras. The marketers of today will surely have much to learn from his body of work, as they strive to capture the ever-shifting landscapes of consumer desires.
