Adidas teamed up with Amsterdam-based fashion label Daily Paper on Monday to unveil Ajax's new pre-season clothing collection for the 2022-23 season. Throughout the collection were striking pan-African colour schemes: red, black and green prints inspired by the art of beading in East Africa. With this collection, Adidas, Daily Paper and Ajax celebrated the multiculturalism of Amsterdam, a city renowned worldwide for its diverse population and eclectic personality.
The launch of the collection is the second chapter of a collaboration between Adidas, Amsterdam-based fashion label Daily Paper and Ajax. Ajax unveiled its second away shirt for the 2022-23 season on Aug 24, a predominantly gold shirt that pays homage to Amsterdam's street football culture and its famous street football stadiums.
The 2022-23 pre-season collection underpins Ajax, Adidas and the Daily Paper's shared love for the Dutch capital, with a focus on celebrating Amsterdam's diverse population and the inclusiveness the city represents. The series reflects the roots of Daily Paper, many Ajax players and others who were born, raised or moved to Amsterdam. The universal colors embody the ubiquitous multiculturalism of the sport and its surroundings, and unite those who advocate diversity and inclusion. The collection includes men's and women's pregame jerseys, hoodies, entrance coats, sport coats, sweatpants and hooded sweatshirts. On matches where Ajax wear the home or second away kit, the players will wear the main pieces of the series in the pre-match warm-up. Ajax will wear the series for the first time before their Champions League match against Rangers on Wednesday, September 7.
To coincide with the launch of the series, the second promo is themed "Amsterdam is where we shine". The video represents the city of Amsterdam with a diverse cast and is narrated by fashion industry darling Imaan Hammam, a top Dutch model, extolling diversity and community.
Appearing in the promo are Ajax players Steven Bergwijn, Mohammed Kudus, Quinty Sabajo and Kay-Lee De Sanders, the former Ajax players Frank de Boer, Tarik Oulida, John Van't Schip and Rob Witzch Witschge, Ajax academy alumnus Dries Boussatta, legendary tattoo artist Henk Schiffmacher and his daughter Texas, musician RBDjan, Tuindorp Hustler Click's Rocks, Rotjoch, Chivv and Kalibwoy, and many, many proud Amsterdamers.
