Another Score for Ajax: Adidas and Daily Paper Team up in Collection for Dutch Soccer Champions

Collaborative second chapter of the pre-match collection honors Amsterdam diversity with geometric African prints and rich colors

Blending cultural identity from the street to the field, Amsterdam is a global city like no other— and there may be no better representation of the notable destination than their top tier soccer team. Made up almost entirely of proudly Dutch players, the highly decorated Eredivisie-playing club, Ajax, stands for both determination and culture, assets that elicited instant support of two brands that rushed to the side of the high scoring athletes. Celebrating not only their success but the identity at the root of their game, Amsterdam-based fashion brand Daily Paper is pairing up with Adidas in their 2022/2023 pre-match collection, a line of East African beadwork and symbolic colors to commemorate the inclusive city and its beloved team.

In this second chapter of the release, Adidas and Daily Paper called on director Rogier Smalhout to lead the promotional visuals that span citywide. Flaunting the diverse heart and close-knit community of the Netherlands capital, the campaign stars Dutch model Imaan Hammam as the face of its theme: ‘Amsterdam is where we shine’. “We don’t do it for the culture, we are the culture”, echoes Imaan onscreen, where select locations feature local businesses as the backdrop of the collection’s pre-match jersey and anthem jacket.

Reflective of Daily Paper’s integral African core, contemporary interpretations of Pan-African shades of red, black, and green represent a unity of all people, forgotten ancestors, and fertility throughout the collection, with white corresponding with the Ajax crest. Emulating the Netherlands, a central hero monogram print nods to iconic Dutch gables architecture.

Made up of men and women’s version of a pre-match jersey, warm top, track pants, and more, the collection can be seen on Ajax players in the UEFA Champions League game on September 7.

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