Nike: B2B Marketing Lessons from Lauren Fleshman’s Visionary “Objectify Me” Campaign with Kaite Rosa, Senior Director of Brand at Axonius

We're willing to be that you’re working on a new B2B campaign and tired of the age-old formula: “Do you have X problem at your brand? You need SaaS solution ABC.” It’s easy, it’s your go-to, but it’s a bit stale. Because all B2B tech ads look and sound the same. They just melt into one shapeless, forgettable jumble of fingers typing, mouses clicking and screens scrolling. But we see you plodding along in the B2B marketing marathon of sameness, and we’re throwing you some jet-boosted sneakers. That’s right - you’re going pro. On this episode of Remarkable, we’re daring you to do the exact opposite of your competitors, to outsource the authenticity of your brand voice to your customers, and much, much more. And we’re doing that with the help of our special guest, Senior Director of Brand at Axonius, Kaite Rosa. Together, we’re exploring the iconic and visionary 2007 Nike ad campaign featuring pro runner Lauren Fleshman. We look at how the ad deviated from the “tasteful nude” status quo of female athletes in ads, dismantled the objectification of women in sports, and promoted inclusivity by leveraging Lauren’s voice. And how you too can subvert expectations, make a statement, and do it authentically. So lace up your new sneaks and get ready to redefine B2B ads on the latest episode of Remarkable.About Nike’s “Objectify Me” CampaignNike’s “Objectify Me” campaign was a 2007 ad featuring pro runner Lauren Fleshman. It’s a 30-second black and white slow mo video of Lauren running toward the camera. And we hear Lauren’s voice. She says, “Look at me, study me, understand me. I’m not a small, pink version of a man. Don’t give me small, pink versions of a man’s running shoe. I’m Lauren Fleshman. I’m a runner, and I’m a woman.” Then it shows her running out of frame, and the Nike logo pops up on screen. It’s a really understated Nike ad that deviated FAR from its predecessors.Lauren is a decorated distance runner. She won five NCAA championships at Stanford and two national championships as a professional athlete. She’s also a writer, having been featured in The New York Times and Runner’s World. Lauren is now Brand Strategy Advisor for fitness apparel company Oiselle, and Co-Founder of natural food company Picky Bars. Her book Good For a Girl: A Woman Running in a Man’s World came out in January 2023.About our guest, Kaite RosaKaite Rosa is Senior Director of Brand at Axonius, where she leads the team responsible for creating a $2.6 billion brand in less than five years. Cited as one of the fastest-growing cybersecurity brands in history, Axonius has been named one of the most valuable private cloud companies in the world by the Forbes Cloud 100, along with numerous industry accolades.A life-long writer, she is passionate about using storytelling and creative concepts to define and build exceptional brand experiences. She has spent the bulk of her career at tech startups, and thrives on rapidly growing, fast-paced teams. Previously, she led brand and content at Payfactors, Virgin Pulse, and VentureFizz.What B2B Companies Can Learn From Nike’s “Objectify Me” Campaign: Do the opposite of what’s expected. Look at what other companies in your space are doing in their campaigns and make a campaign based on the antithesis of that. Be the rebel in your industry. Subvert the expected. Kaite says so many brands feel like they have to join in on what’s popular or trending. She says, “There's a lot of, like, ‘Me too,’ right? Like, they're gonna copy it and try to make it their own, and look very similar. But what inspires me the most is looking at what your competitors are doing and doing the exact opposite.” It’s like how Lauren Fleshman was presented with a briefing inspired by Brandi Chastain’s “tasteful nude” ad, and ad