Ajax Goes for Gold as It Taps Daily Paper to Design Its New Third Kit

The Dutch champions released one of the best jerseys of the season last year with its Bob Marley-inspired kit, and now Ajax and adidas (XETRA:ADS.DE +0.18%) have tapped Amsterdam-based label Daily Paper to design the club’s third kit for the 2022/23 campaign. The design of the jersey is inspired by Amsterdam’s street football culture and its iconic football cages that have been synonymous with breeding some of the Netherland’s best football talents. Coming in a gold hue, the jersey features nine Amsterdam-based football courts along with a playful interpretation of the Coat of Arms around the outer neck details. The kit also features Daily Paper branding under the Ajax crest, while white detailing sits alongside a dark stripe that runs from the neckline, down to the bottom of the shirt.

Along with the kit launch, Ajax, adidas, and Daily Paper have released a short film — directed by Rogier Smalhout — that features a cast of past and present Ajax players who show pride towards the city of Amsterdam and its football culture.