Nike and O2 Team Up for Priority Sports
Nike is partnering with O2 to launch its Priority Sports campaign. The campaign, announced at a press conference at London's Nike Town, includes an Android app, which will be available beginning in August.
Priority Sports, an extension of O2's current Priority Moments loyalty program, will bring together videos, editorial and advice on sports and fitness, as well as access to exclusive sporting events.
Speaking at the conference, Ronan Dunne, CEO of Nike, said he believes the app responds to mobiles' position “at the centre of peoples' lives”, citing the figure that 50 per cent use an app as part of their sporting activities. “We not only serve the performance athlete, but the everyday athete. It enables athletes to perform at their highest level and consumers to participate in more active sports,” Dunne said.
The pending launch of the app will feature advice from athletes, including London marathon champion Paula Radcliffe, who was present at the event. Radcliffe said she believes the app is a great way of sharing a passion for sports and helping people to take their first steps in sporting activities as part of a bigger community.
“When I started running it was all about having fun and being excited," said Radcliffe. "The biggest passion is sharing the love of running with as many people. Running is one big community, and mobile technology enables us to reach a wider range of people.”
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