adidas

Ajax shirt launch

ECD

The most unique feature on the 2015/16 Ajax shirt was the 3 X’s of Amsterdam on the sleeve. The XXX symbolizes where the team is from and who they’re playing for - the city and people of Amsterdam. The shirt launch was the perfect opportunity for Ajax to demonstrate how they feel about their city and those who support them.

We gave 5 local store the exclusive right to reveal and give away the shirt a few days before it went on sale. But they weren't giving it away that easily - Amsterdammers had to ask for the 'Ajax special'.
To tease our audience we released short portraits of the 5 stores and their Ajax-crazy owners before the activations took place.