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 9 Amsterdam street football courts featured on the jersey are Balboaplein, Zaandammerplein, A. Nouriplein (formerly Nigel de Jongplein), Louis de Visserplein (Gregory van der Wielplein), Piramide, Hendrick de Keijserplein, Joubertplein, Mijehof en Obi/Boni Plein. It 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 will feature 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.
About Daily Paper Clothing
Daily Paper is an Amsterdam based fashion and lifestyle brand established in 2012 by three childhood friends. The once blog established by Hussein, Jefferson and Abderrahmane shared a love for music, art, fashion, and culture, growing the brand into a household name. With an ability to unite global communities across borders, Daily Paper has truly become one of the fastest growing fashion brands out of Europe. Fueled by the rich heritage of African culture wrapped in contemporary designs, Daily Paper has attracted a tribe of multidisciplinary creatives and cultivated a community of individuals who celebrate their own roots. The diverse and deep-rooted diaspora culture is the bedrock of the brand, echoing in every collection - and always portrayed through the lens of the youth.
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.