Nike & O2 Create Digital Sports Club

Nike and O2 are teaming up to create a digital sports club: Priority Sports. Delivered via mobile app, Priority Sports will provide exclusive products, services and experiences driven by Nike and its connection to athletes, especially for O2’s 23m UK customers.

The launch is an expansion of O2 Priority, which currently specializes in Priority access to music, via Priority tickets and shopping, via Priority Moments. This as marks the first time Nike and O2 have worked together.

Priority Sports will be available for iOS and Android based phones at launch at the end of August, and the app will include services and experiences, both digitally, such as new Nike+ Running apps, and physically, such as access to Nike events and training programmes, as well as access to exclusive Nike product releases. 

Smartphones are increasingly becoming core to people’s lives, and new research released today shows this is inspiring people to be more active. 

The research, by YouGov, surveying 2,000 UK adults, revealed:

• Over half of UK adults (53.15 %) say they use apps as part of their fitness drive
• 79% of people say apps increase their motivation.
• 11.9% check their phones more than 5 times daily for their sports fix, and over half (56.39%) daily
• One in 5 (22.10%) say sport is their biggest passion, beating food & drink, celebrities and music in the nation’s obsessions.

Speaking at the launch, marathon champion Paula Radcliffe said: ‘Technology plays a huge part in enabling my training, and helps drive me forward. It can inspire and motivate, and the phone is increasingly at the centre of my life as I train and stay in touch.’

Bert Hoyt, VP and GM of Nike Western Europe added: ‘Nike understands today’s digitally connected athlete better than anyone else and the insights we gain from athletes inspire us to constantly innovate.  Our latest digital innovations, in combination with Priority Sports, will allow Nike to inspire and enable 23m O2 customers to be more active by delivering them the best sports products, services and experiences.’

Ronan Dunne, CEO of O2 in the UK commented: ‘Your mobile is the centre of your life – now Priority access to your sporting passions has been added to Priority experiences in music tickets and high street shopping – all exclusively by O2, for O2 customers. We want to bring customers closer to their passions, and deliver amazing digital experiences, all via their mobiles.’