Creative Soccer Culture

adidas & Daily Paper Present 22/23 Ajax Pre-Match Collection

Celebrating multiculturalism in Amsterdam, Ajax, adidas and fashion brand Daily Paper release their 22/23 pre-match collection for the reigning Dutch champions, which will debut ahead of the Champions League match against Rangers this week.

In what was a genius move, adidas recruited Daily Paper to collaborate on Ajax’s third shirt for 22/23. But the collaboration didn’t stop there, with a second drop now arriving, centred around the Dutch Champions’ striking new pre-match shirt and Amsterdam’s diverse population and the inclusivity the city stands for. The collection is united through an eye-catching East African beadwork-inspired print in the Pan-African colours of red, black and green.

ajax 18-min.jpg
ajax 17-min.jpg
ajax 20-min.jpg
ajax 19-min.jpg

The collection reflects the roots of Daily Paper, many Ajax players and others that were born and raised in – or later moved to – Amsterdam. It features a men’s and women’s version of the pre-match jersey, a warm top version, an anthem jacket, a track jacket, track pants and hooded sweatshirt. The key articles of the collection will be worn in the warming-up and line-up in both domestic and European games when Ajax plays in the home or third kit. Ajax will wear the pre-match collection for the first time in the UEFA Champions League game against Glasgow Rangers, on Wednesday, 7 September.

ajax 9-min.jpg
ajax 10-min.jpg
ajax 11-min.jpg
ajax 12-min.jpg
ajax 13-min.jpg
ajax 14-min.jpg
ajax 15-min.jpg
ajax 16-min.jpg

To celebrate the collection, a second film with ‘Amsterdam is where we shine’ as the theme has been released, and with Daily Paper as creative and artistic lead, Rogier Smalhout as director and production by Halal, it's an all Dutch creative and production. Starring fashion industry icon Imaan Hammam as narrator, the campaign is a celebration of diversity and community, and it also includes Ajax players Steven Bergwijn, Mohammed Kudus, Quinty Sabayo and Kay-Lee de Sanders, former Ajax players Frank de Boer, Tarik Oulida, John van ‘t Schip and Rob Witschge, Ajax youth academy alumnus Dries Boussatta, legendary tattoo artist Henk Schiffmacher with his daughter Texas and musicians Rbdjan, Rocks (Tuindorp Hustler Click), Rotjoch, Chivv and Kalibwoy; amongst many more proud ‘Amsterdammers’. 

Iconic Amsterdam locations featured were carefully selected to champion Amsterdam natives, entrepreneurs and local business that make up the community that's brought together by and for the love of Ajax; spotlighting the notable café Ruk & Pluk, the black and unique doll shop Colourful Goodies, Asian fusion restaurant Mito, concert hall Bimhuis and Turkish restaurant Efes, to name a few.

The Ajax x Daily Paper prematch collection is available now at

Daniel Jones

The Creative Soccer Culture Brief

Sign up to our newsletter and we'll keep you in the loop with everything good going on in the world of Creative Soccer Culture.