29 June 2012
Ajax and adidas present the new 2012-2013 home jersey today. The home jersey has three interesting features. It’s the first Ajax shirt with three embroidered gold stars. The three Amsterdam Andreas crosses are in the neck, nodding to the club’s Amsterdam roots. And the logo that was featured on the front of the Ajax jersey between 1928 and 1990 has been worked into the red of the shirt thanks to a subtle printing technique.Frank Basters, adidas’ Head of Marketing: “Like every year, we’ve worked closely with Ajax in the jersey’s design. The Ajax home jersey is a special one, especially compared to other clubs’ shirts, both here and internationally. I can’t think of another jersey that has stuck so closely to the original design - for example, the colour red, the width of the band, the logo. Something like this is a great stimulation for the designers’ creativity. On the one hand there isn’t much room to play with, but on the other hand, the fans do expect some changes. This year, we’re surprising the fans with the Andreas crosses in the neck, and the old logo integrated in the red stripe as a sort of watermark. And it’s been well received, judging by the first responses to the shirt.”
The home collection is available as of July 12 exclusively at the Official Ajax Fanshop at the ArenA and the Ajax Experience, and is already available for pre-ordering via Ajaxshop.nl. The kit was seen for the first time on field today, during the Ajax selection’s first public training.
Basters: “Planning to launch a new jersey can be sensitive around European Championships and World Cups, especially considering the overlap of these tournaments with the start of the new football season. If a tournament is going well, then everyone’s attention is on the national team, and not on club football. A new jersey only really comes to life after the European Championships, and before important fan moments, such as the home game against Celtic FC and the Open Day on August 1. This time, unfortunately, the ECs didn’t go as well as everyone was hoping for, and people turned their attention fairly quickly back to club football. The unveiling of the new jersey adds something extra to the first training.”