Priority Sports marks Nike’s first partnership with a telecommunications company and is its first major partnership with a UK-based company beyond its tie-ups with other sports brands such as football teams.
It will give Nike unique access to O2’s 23 million customers to promote the brand’s health and wellbeing messages.
The scheme will act in a similar way to O2’s existing Priority Moments loyalty initiative, by utilising an app that is exclusive to its customers.
The app will offer consumers access to videos, fitness advice and editorial content from Nike’s portfolio of brand ambassadors. At launch in August this will include long distance runner Paula Radcliffe, but could soon also include sportspeople such as Manchester United striker Wayne Rooney and NBA star LeBron James.
It will also give O2 customers early or exclusive access to events similar to Nike’s Fuel Fest, which takes place this Sunday (8 July) and the sports brand’s products and services. At launch, O2 customers will have exclusive access to the Nike+ Android app in the UK until the end of the year.
The company claims Priority Moments has provided its customers with circa £7.5m worth of savings from more than 300 brands.
Nike also has ongoing partnerships with Apple and TomTom in the US for its range of GPS-powered fitness tracker products.
Earlier this month, Nike’s vice president of digital sport Stefan Olander told Marketing Week using digital channels is more effective and powerful than anything that can be achieved through traditional marketing methods, because they act as a “service” to consumers.
More details on Priority Sports are due to be announced at a press event at Nike Town, London, tomorrow (4 July).