O2 and Nike Unveil Marketing Campaign For 'Most Exclusive Sports Club'

Telecommunications provider O2 and Nike will launch "a major ad campaign" to support its vision for what the two brands claim to be the U.K.'s "most exclusive sports club," according to Sarah Shearman of MARKETING MAGAZINE. The two companies have collaborated to create Priority Sports, which is "a loyalty scheme that will give O2 customers access to Nike athletes and events." Priority Sports will offer users a number of experiences, including the chance to go for a run with Olympic medallist Paula Radcliffe, who was at the launch event in Nike's flagship Oxford Circus store, and training with footballer Rio Ferdinand. Users will also get "first access" to Nike products and opportunities to attend Nike events. The scheme was concepted and designed by R/GA London, and is an extension of O2's location-based mobile rewards scheme, Priority Moments (MARKETINGMAGAZINE.co.uk, 7/5).