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Fortune
Fortune
Lila MacLellan

Here's how Southwest plunged from beloved airline icon to activist investor target

A photo illustration of Bob Jordan and a Southwest plane in front of stormy clouds (Credit: Bob Jordan:Christopher Goodney/Bloomberg-Getty Images, Southwest airplane:Nicolas Economou/NurPhoto-Getty Images; Clouds; Jason Hosking-Getty Images)

The storm’s timing couldn’t have been worse. 

In late December of 2022, an “extratropical cyclone” brought all manner of menacing winter conditions to two-thirds of the U.S., including the entire Eastern Seaboard and parts of Canada. Wind-chill warnings, whiteouts, and extraordinary snowfall complicated travel for millions. 

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