O2, the UK’s biggest mobile carrier, launched Priority Moments to give its customers exclusive deals from leading brands wherever they happened to be. Today, O2 is partnering with the world’s biggest sports brand, giving O2 customers exclusive access to Nike products, services, and experiences—and giving Nike a new audience of millions. Powered by Nike+, Priority Sports lets O2 customers train with elite athletes like Rio Ferdinand and Paula Radcliffe, get gear before anyone else, and participate in challenges and events. In the summer of 2012, Priority Sports launched at NikeTown, followed by a major concert at Battersea Power Station.

So O2 partnered with the world's biggest sports brand, giving O2 customers exclusive access to Nike products, services, and experiences—and giving Nike a new audience of millions.

Powered by Nike+, the Priority Sports app lets O2 customers train with elite athletes like Rio Ferdinand and Paula Radcliffe, get Nike gear before anyone else, and participate in inspirational group challenges and events.

In the summer of 2012, Priority Sports launched at NikeTown London, with a press event hosted by marathon world-record holder Paula Radcliffe, followed by a major concert at Battersea Power Station with some of the biggest names in music.

Priority Sports gave people the opportunity to mix with their sporting heroes – initially Olympic athletes, but opening up to include Rugby, Cycling, Cricket, etc. (Not public knowledge yet so highly confidential and judges eyes only.) With the priority family, it is the prime focus of O2’s reward activities for 2013.

But most importantly, we gave 22 million O2 customers more reason to love their network.