Daily Paper (@dailypaper) Connects With Ajax to Celebrate Amsterdam’s Street Football Generation

Today, Ajax, adidas and fashion brand Daily Paper release the 2022/2023 Ajax third kit. 

Through the kit, Ajax, adidas and Daily Paper pay a tribute to the city’s unique street football culture and its golden generation. 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.

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 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 film features a 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.

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.