Welcome to the Club – Nike & O2 create a Priority digital sports club

Nike and O2 have teamed 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.

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 are. 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 like:

  • 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 members
      • Virtual training programs
      • 1,000 tickets to the Nike+ Fuelfest at Battersea Power Station – a unique experience combining sport, innovation, music and culture
      • Products & offers:
        • Exclusive and advance Nike product releases
        • Free shipping on all orders over £50

Priority Sports represents yet another way O2 reward the loyalty of their customers, with exclusive access to the things which really matter in customers’ lives, all centered around the phone. Smartphones are increasingly 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 us (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 5 times daily for their sports fix, and over half of us (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 and world record holder 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, register by texting “Sports” to 2020, and check #o2prioritysports on Twitter.