Nike has teamed up with UK network O2 to offer O2 customers the chance to get exclusive access to videos, fitness advice and editorial content as well as special events ahead of others.
Announced Tuesday morning at Nike Town in London, the new partnership sees Nike team up with an operator for the first time as it tries to reach more people and share its fitness love.
The scheme will act in a similar way to O2’s existing Priority Moments loyalty initiative, via an app that is exclusive to its customers.
Previous O2 Priority offers have been to buy tickets ahead of the crowd to concerts. On Tuesday O2 Priority customers snapped up Justin Bieber tickets minutes after they went on sale.
The deal, which Nike probably hopes won't cause the same stampede, will also give O2 customers early or exclusive access to events such as Nike’s Fuel Fest, which takes place this Sunday after the Nike 10K. It is not clear at this time whether it will also mean priority access to Nike running events, but we suspect so.
At launch, O2 customers will have exclusive access to the Nike+ Android app in the UK until the end of the year, the company has said.
The Android Nike+ app launched recently but - aside from O2 - UK users will have to wait, because it's not available outside the US on all devices.
However, this being Android, that's no problem, as you can simply download the app from any number of third-party sites and install at your leisure. We have it installed on an Orange device and haven't encountered any problems with it.