Aug 24, 2022
A tribute to Amsterdam’s golden street football generation.
Today, Ajax, adidas and Amsterdam based fashion brand Daily Paper release the 2022/2023 Ajax third kit. The kit celebrates Amsterdam’s unique street football culture and its golden generation, to recognize its impact on the sense of belonging and community in Amsterdam. The predominantly golden jersey features smoky black watermarks of 10 of Amsterdam’s most prominent street football courts. The red and black vertical bar, and white Ajax crest and sponsor logos, reflects the colours of the loved city flag. It also mirrors the vertical red bar of the iconic Ajax home jersey.
Through the kit, Ajax, adidas and Daily Paper pay a tribute to the city’s unique street football culture and its golden generation. The infamous football courts – ‘pleintjes’ in Dutch – have been and continue to be a breeding ground for the talent born and raised in Amsterdam, including so many past and present Ajax greats. To this day, it is where future stars find inspiration from the generations before them, where technical skills and creativity are celebrated and where talent is nurtured. According to many, it is where the attacking playing style Ajax is known for is rooted.
The Dutch capital has not only fostered international athletes but also creatives and some of the biggest fashion brands in Europe. Daily Paper also grew up in the city and experienced first-hand what the impact and importance the city’s street football courts are to the community. Growing up watching the golden street football generation sparked their imagination to dream, to be great, to be iconic, to one day, be global and achieve to be our best selves whilst uplifting the community. With the brand mission being ‘Create a community of belonging’, this collaboration with adidas and Ajax was a natural step to champion the city’s love for football, youth and community.
The golden jersey is inspired by the street football courts in and around Amsterdam. Notable courts featured are: Balboaplein, Zaandammerplein, A. Nouriplein (formerly Nigel de Jongplein), Louis De Visserplein (Gregory van der Wiel plein), Piramide, Hendrick de Keijserplein, Joubertplein, Mijehof Plein and lastly Obi/Boni Plein. It also features a playful interpretation of Amsterdam’s coat of arms as stunning outer neck detail, with Ajax and Daily Paper branding, the year Amsterdam was founded (1275), Amsterdam nicknames Mokum and Damsko and Pan-African colours, reflecting the African heritage of Daily Paper.
The retail version of the kit features the Daily Paper sign-off under the Ajax crest of both jersey and shorts. Due to regulations of governing bodies, the Daily Paper branding and neck detail will not be visible on the product worn by the team. The kit comes with black shorts with white details, and golden socks with horizontal red and black bar with white adidas logo. The kit is the second kit for all European matches, alongside the home kit; and reserve kit for league and cup games when the home kit and blue/red/gold away kit cannot be worn due to colour clashes with the opponent.
‘Amsterdam is where we shine’
To support the launch of the kit, Ajax, adidas and Daily Paper released a short film, with ‘Amsterdam is where we shine’ as the theme. With Daily Paper in the creative lead, the film is directed by Rogier Smalhout, making an all Dutch creative and production. The film features a well diverse cast of current Ajax players Naci Ünüvar and Kenneth Taylor, former Ajax players Gregory van der Wiel, Richard Witschge, Simon Tahamata, Kiki Musampa, Sjaak Swart and Ronald de Boer, rising stars Chaimae Bechrouri, Isra Redouani and Lina Touzani, Yvan Nankeng.
Street football legend Edward van Gils, futsal icon Mohamed Attaibi and musician Sevn Alias, amongst many more street football legends and proud ‘Amsterdammers’. Shot in the streets of Amsterdam the film is an ode to the city while celebrating football culture, community and the talents that dare to dream big, inspire and come together for the love of the city and culture.
All product is available from August 24 onwards, and available on ajax.nl/shop, in the Ajax fan shops (ArenA and Kalverstraat), adidas.com, dailypaperclothing.com (Europe), in Daily Paper’s flagship store in Amsterdam (Bilderdijkstraat) and through selected retailers around the world.