Daily Paper x adidas x Ajax

Amsterdam is where we shine


Founder Daily Paper

Jefferson Osei


We’re thrilled to present these Daily Paper x adidas x Ajax films to you all! It’s been amazing to team up with these three legendary brands. The films have been made made with loads of Amsterdam icons and lots of love for our club and for the city.

HALAL director Rogier Smalhout crafted the first poetic film for the launch of the 2022/2023 Ajax third kit, honouring the iconic ‘Gouden Pleintjes’ (golden street football courts in Dutch) in all their glory. The kit celebrates Amsterdam’s unique street football culture and its golden generation to recognize its impact on Amsterdam’s sense of belonging and community.

Then, the highly anticipated second chapter of HALAL’s Daily Paper x adidas x Ajax partnership. The new football shirt – and our film – were both inspired by the same thing: East African beadwork and Amsterdam’s diverse cultures and communities. Rogier celebrated the multifaceted and multicultural nature of Amsterdam and its people.

An Amsterdam ode to street culture.


Chapter one: RISE