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

[library asset=2583]The goal behind Priority Sports is to inspire people to be more active and bring them closer to their sporting passion, via their mobile, wherever and whenever they want. The launch marks the evolution of O2 Priority which has already brought Priority access to music via Priority tickets and shopping via Priority Moments. This is the first time Nike and O2 have worked together.

Priority Sports will be available for iOS and Android based phones at launch and the app will include services and experiences such as:

Digital experiences

– Free and exclusive access to the new Nike+ Running app for Android which allows athletes to stay motivated and track, measure, compare and share their runs.

Physical experiences

– Access to Nike events
– Exclusive weekly Nike+ Run Clubs & Nike Training Clubs for Priority Sports member
– Virtual training program
– 1,000 tickets to the Nike+ Fuelfest at Battersea Power Station – a unique experience combining sport, innovation, music and culture

Products and offers

– Exclusive and advance Nike product releases
– Free shipping on all orders over £50

Priority Sports represents yet another way O2 rewards the loyalty of its customers, with exclusive access to the things which really matter in customers’ lives, all centred around the phone. Smartphones are increasingly core to people’s lives: 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 (53.15 %) say they use apps as part of their fitness drive

– A huge 79% of people say apps increase their motivation

– We’re sports-mad, with 11.9% checking their phones more than five times daily for their sports fix, and over half of us (56.39%) checking daily

– One in five (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 said “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.”

To be first to know when the app goes live in late August customers can register by texting “Sports” to 2020, or checking #o2prioritysports on Twitter

Images of the app and launch available on request. A video overview of the app is available at b-roll of the launch is available on request.

Notes to Editors:

For more information please contact:

O2 Press Office

Nike – Carolyn Small
t: 07780 998412

For more information contact:
O2 Press Office

About O2 in the UK
O2 is the commercial brand of Telefónica UK Limited and is a leading communications company with over 23 million customers – read more about O2 at O2 runs 2G and 3G networks and was the first to trial 4G/LTE, reaching speeds of over 100Mpbs, as well as owning half of Tesco Mobile. It also operates O2 Wifi, O2 Health, O2 Unify, O2 Media and has recently launched the O2 Wallet. O2 employs over 11,000 people in the UK, has 450 retail stores and sponsors The O2, O2 Academy venues and the England rugby team. Telefónica UK Limited is part of Telefónica Europe plc which uses O2 as its commercial brand in the UK, Ireland, Slovakia, Germany and the Czech Republic and is a business division of Telefónica SA.

Journalists can contact the Virgin Media O2 press office on: 01753 565656
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