Here's an unusual partnership. Nike and O2. The two are teaming up to create a digital sports club - designed to build Loyalty with the latter's customers. By means of a new mobile application, Priority Sports will provide exclusive products, services and experiences especially for O2’s 23m UK customers.
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.
Recent research, by YouGov among 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.’
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