An Innovative Fusion of Sports and Fashion
In an unprecedented unison of sport and fashion, Adidas, a renowned sportswear giant, has partnered with Daily Paper, an up-and-coming Amsterdam-based fashion label, and AFC Ajax, the famous Dutch football club. The fruit of this collaboration is a remarkable third kit for the 2022-23 season. More than just a jersey, this kit is a tribute to the unique street football culture that thrives in Amsterdam and the significant influence Ajax’s ‘golden generation’ has had on shaping the city’s collective identity.
Jersey: A Nod to Street Football and City’s Identity
The new jersey is distinctive in its design, primarily bathed in pale gold. It weaves the narrative of Amsterdam’s deep-seated passion for football. The smoked-color watermarks scattered across the jersey are not random designs; they represent Amsterdam’s nine most revered street soccer courts. The city’s flag colors – red and black – are incorporated symbolically through vertical stripes that merge with the white club emblem and sponsor’s logo. Additionally, paying homage to the team’s tradition, the design retains the iconic red bar from Ajax’s home jerseys.
Fields of Dreams: Nurturing Local Talent
Amsterdam’s street soccer courts are not just playgrounds; they have long served as fertile training grounds for homegrown talent, producing many of Ajax’s star players. Fields like Balboaplein, Zaandammerplein, A. Nouriplein, Louis de Visserplein, Piramide, Henrick de Keijserplein, Joubertplein, Mijehof, and Obi/Boni Plein are often teeming with aspiring players, each one honing their technical skills and nurturing their creativity under the open sky. Many believe these fields to be the birthplace of Ajax’s acclaimed attacking style of football.
Local Pride and Heritage: An Emblematic Detail
One detail that stands out on the jersey is a reinterpretation of Amsterdam’s city emblem, a striking detail incorporated at the back of the collar. The logo integrates elements from Ajax and Daily Paper brands, the year 1275 (associated with the founding of Amsterdam), and the city’s colloquial nicknames, Mokum and Damsko. These elements, coupled with a pan-African color scheme, reflect the African heritage of the Daily Paper brand.
The Full Kit: A Harmonious Combination
The retail version of the kit goes a step further in branding, showcasing ‘Daily Paper’ embroidered under the club emblem on both the jersey and shorts. However, match-day uniforms need the Daily Paper branding or the collar detail due to match regulations. The kit is rounded off with complementary black shorts featuring meticulous white details and gold socks proudly displaying red and black horizontal stripes.
Daily Paper: More than Just a Fashion Brand
Daily Paper was born in 2012 out of the shared interests of Hussein, Jefferson, and Abderrahmane. Beginning as a blog, the trio expressed their love for music, art, fashion, and culture, which gained widespread recognition. Daily Paper has emerged as one of the fastest-growing fashion brands beyond Europe. The brand, known for its contemporary designs, is heavily influenced by African cultural heritage. It attracts diverse creative individuals and fosters a community that takes pride in its multicultural identities.
Conclusion: A Commemoration of Soccer, Culture, and Tradition
This innovative third kit by Adidas, Daily Paper, and Ajax is more than just a piece of sportswear. It’s an emblem that embodies the rich tradition of football, the street culture of Amsterdam, and the diverse fashion sense that Daily Paper brings to the table.
The jersey is a tribute to Ajax’s ‘golden generation’ of footballers, who have excelled in their sportsmanship and instilled a sense of pride and unity in the city’s identity. These players, many of whom started their journeys in the city’s humble street soccer courts, are living reminders of the talent and potential that flourish in these fields.
Amsterdam’s emblem on the jersey is not merely a design element; it encapsulates the city’s rich history and embodiment in present-day cultural and social life. The emblem’s unique reinterpretation reflects the town’s essence, nickname, founding year, and even its connection to the Ajax and Daily Paper brands. The pan-African color scheme woven into this emblem serves as a nod to Daily Paper’s African heritage, showcasing the brand’s roots and influence on the contemporary fashion scene.
The kit’s unique design extends to the shorts and socks, all carrying consistent design elements that tie the ensemble together. Whether it’s the ‘Daily Paper’ embroidered under the club emblem on the retail version of the kit, the intricate white details on the black shorts, or the red and black horizontal stripes on the gold socks, every element contributes to a coherent and aesthetically pleasing whole.
Founded on a shared passion for music, art, fashion, and culture, Daily Paper has now grown into a prominent style and lifestyle brand. Its influence is palpable not just in Amsterdam or Europe but globally. By fusing its African heritage with contemporary designs, the brand has fostered a multicultural community that prides itself on its diverse identities.
In conclusion, the 2022-23 third kit is a testament to the successful fusion of sport, fashion, and culture. This collaboration between Adidas, Daily Paper, and Ajax is more than a stylish ensemble for the players; it is a tribute to the street football culture, the city of Amsterdam, and its people. It symbolizes unity, pride, and respect for the roots that continually inspire the present and shape the future.
