*Updated 18/08/12: Nike and O2 today launched a digital sports club: Priority Sports. Delivered via mobile app, Priority Sports provides exclusive products, services and experiences driven by Nike and its strong connection to athletes, especially for O2’s UK customers. Priority Sports will be available for Android based phones at launch. You can download the app from the Google Play store for Android devices, or by texting “Sports” to 2020, whilst staying up to speed via #o2prioritysports on Twitter.

“Welcome to the Club” was the tagline at Nike Town in London this morning. The ‘club’ refers to a new Priority Sports app, a first of a kind partnership between Nike and O2. Priority Sports will provide exclusive products, services and experiences driven by Nike and its extensive connection with athletes to O2’s 23m UK customers.

As an iPhone user and O2 subscriber I already receive Priority Moments and Priority Sports is a welcome evolution. I and Ape to Gentleman make no secret of our affection for Nike and in particular their drive to innovate, this combined with providing access and encouragement for every Gentlemen to become more involved in sport really is a good thing.

Available on iOS and Android based smartphones, users will have access to the excellent Nike+ Running app, Nike events, Nike clubs, Nike virtual training programs and tickets to Nike events. You can also ‘gear up’ with advanced Nike product releases and better shipping rates.

Nike Town, London – 4th July, 2012: Paula Radcliffe at the launch of Priority Sports, a partnership between Nike and O2 to create the world’s biggest clubhouse. #O2Prioritysports

To be first to know when the app goes live in late August, register by texting “Sports” to 2020, and check #o2prioritysports on Twitter.