Dan Wieden, the Co-Founder of Wieden + Kennedy who coined Nike’s phrase, “Just do it,” passed away at the age of 77.

Wieden formed Wieden + Kennedy with David Kennedy in 1982 in Portland, OR, and it went on to become the largest independent advertising agency, best known for its work on the Nike account.
Nike’s “Just Do It” was famously coined by Wieden, and the slogan first appeared in a Nike TV commercial in 1988.

Nike and Wieden + Kennedy would go on to collaborate on some of the company’s iconic ad campaigns, including the “Bo Knows,” “I Am Not a Role Model” commercial with Charles Barkley and Colin Kaepernick’s “Dream Crazy.”

The agency has also been credited with campaigns for McDonald’s, Bud Light, Old Spice, Target, Levi’s, ESPN, Coca-Cola, and Honda.

Wieden stepped away from his role in 2015. Kennedy passed away in 2021.

Wieden + Kennedy released a statement that read: “We are heartbroken. But even more so, we are overcome with gratitude and love. Thank you, Dan, for throwing the doors wide open for people to live up to their full potential. Thank you for your steadfastness, courage, faith and abiding love. Thank you for making this beautiful creative life possible. We will miss you so much.”