Jim Riswold, a renowned adman known for his groundbreaking Nike commercials, passed away on August 9 at the age of 66. Riswold’s work for Nike, particularly his collaborations with athletes like Michael Jordan, Tiger Woods, and Bo Jackson, revolutionized the world of product endorsements and elevated athletic footwear to unprecedented cultural heights.
Described by colleagues and competitors as an “idiot savant” and the Michael Jordan of advertising, Riswold had a unique ability to blur the line between advertising and entertainment. His commercials, often starring iconic athletes and celebrities, captivated audiences and transformed television commercials into a form of entertainment in their own right.
Riswold’s longtime colleague, Susan Hoffman, praised his genius in melding advertising and culture together to create truthful and entertaining content. She described him as brilliant, acknowledging his innate understanding of how to make advertising resonate with viewers. However, despite his undeniable talent, Riswold remained humble and often downplayed his own success, attributing it to his belief that advertising was trivial.
Riswold’s impact on the advertising industry cannot be overstated. His commercials featuring Michael Jordan and Spike Lee, in particular, became iconic and synonymous with the Nike brand. The partnership between Jordan and Nike spanned over 16 years and resulted in more than a dozen memorable commercials.
Beyond his contributions to advertising, Riswold’s influence extended to the broader cultural landscape. He played a pivotal role in propelling athletic footwear into the cultural stratosphere, making it a symbol of status and style. His commercials not only promoted products but also shaped the way people perceived and connected with sports and athletes.
Sadly, Riswold’s battle with cancer spanned two decades, and he ultimately succumbed to interstitial lung disease exacerbated by metastatic prostate cancer. His passing is a significant loss for the advertising world and a reminder of the lasting impact of his creative vision.
Jim Riswold’s legacy as a visionary and irreverent adman will continue to inspire future generations of advertisers and creatives. His ability to merge advertising and entertainment, while remaining authentic and captivating, has forever changed the way we experience and engage with advertisements. His commercials will remain a testament to his genius and the power of advertising to shape culture.
