Nike and O2 have confirmed further details of their Priority Sports partnership that will put digital at the fore of their relationships with the carrier’s 23m consumers in the UK.
Speaking this morning at a press event hosted at the sportswear giant’s flagship London store, both brands outlined details of the scheme that will give O2 customers exclusive access to Nike’s digital services.
This has begun already with the launch of the Nike+ Android app, which houses Nike’s suite of digital training services, exclusively to O2 consumers as of today, until the end of 2012.
This will be followed up with the launch of a Priority Sports Club app, available on iOS and Android, which will launch at the end of August after the Olympics.
The new initiative is an extension of its O2 Priority ticketing and O2 Moments strategy as the carrier attempts to bolster its subscriber retention rates and Nike also aims to enhance its relationship with UK consumers.
Speaking at a press event this morning, Ronan Dunne, O2 CEO, described the pairing as “a digital clubhouse that provides O2 customers with exclusive access” to Nike content and events.
“We want to create a new [customer loyalty] category of sports and create real priority experiences,” he said.
This will include giving O2 customers prioritised access to events such as the Nike+ Training Club, see video below, as well as advanced access to Nike product releases.
Bert Hoyt, GM of Nike, Western Europe, said, “In the past we created products,” adding that the company envisaged itself as a “brand of enablement”.
“However we’ve realised there’s a massive opportunity to enable experiences,” he said adding that the partnership with O2 provided the ideal experience to do so via mobile.
More to follow