Dan Wieden attends the Ghetto Film School Annual Benefit Gala Celebrating Cinematic Education at The Standard Hotel on June 13, 2012 in New York City.
Stephen Lovekin/Getty Images
Dan Wieden, cofounder of the ad agency Wieden and Kennedy, died on Friday at age 77.
Wieden was best known for dreaming up Nike’s iconic “Just Do It” tagline.
Wieden and Kennedy is known for its offbeat culture and award-winning work for famous brands.
Dan Wieden, the advertising legend behind many award-winning ads for iconic brands, died on Friday at age 77, his company announced on Saturday.
Wieden cofounded the ad agency Wieden and Kennedy, based in Portland Oregon, with his late partner David Kennedy in 1982. The agency went on to famous advertising campaigns for companies like McDonalds, Bud Light, and Old Spice.
But they were best known for helping a certain sneaker company become one of the most recognizable brands on earth. Nike’s “Just Do It” was famously dreamed up by Wieden, and first appeared in a TV commercial for the brand in 1988.
“Thank you Dan, for throwing the doors wide open for people to live up to their full potential,” the Wieden and Kennedy Twitter account said in a post announcing his death. “We will miss you so much.”
—Wieden+Kennedy (@WiedenKennedy) October 1, 2022
The cause of death was not immediately clear. In an obituary provided to Insider, the company said Wieden died “peacefully with his wife by his side” at his home in Portland.
Wieden and Kennedy, one of the most well-known ad agencies in the world, was known for its offbeat work culture and is one of the most sought after companies to work for in the industry.
The firm is also known for seeking out unique perspectives by hiring people from outside the ad industry. Matt O’Rourke, a former creative director at the agency, said Wieden once explained that approach by asking, “Why would I hire ad people?”
“A writer at heart, Wieden’s intention was never to create a huge advertising agency but rather to provide a place where people could do the best work of their lives,” the obituary said.
Wieden, who famously said he would never sell the agency, transferred ownership of Widen and Kennedy into a trust before he died in an effort to ensure it would remain independent indefinitely.
This story is breaking. Check back for updates.