Daily Paper, Ajax, and adidas Reopen the Adidasplein
by Adriano Batista
The Amsterdam-based brand Daily Paper has partnered with the Municipality of Amsterdam and adidas to celebrate the reopening of a local landmark: the street football court known as the “Adidasplein”. Daily Paper led the creative design for the renovated court, which serves as a tribute to the city’s street football history and a community space for young people.
The Adidasplein is a culturally significant court for generations of Amsterdammers. The renovation draws direct inspiration from a special Ajax jersey that Daily Paper designed for the 2022/2023 season, which featured iconic city football courts, including the Adidasplein. Daily Paper invested €100,000 in the project, reflecting its mission to support youth culture and honor local football traditions. The brand’s founders see the court as a place of history and talent, and the renovation as a way to give back to the community that shaped them.
The design of the new space is rooted in identity. A custom perimeter fence features a diamond pattern inspired by East African beadwork, echoing the earlier Ajax training shirt. The colors used (red, black, and green) are a reference to Pan-African symbolism.
The court has been a starting point for several professional footballers. To honor this legacy, a golden plaque featuring the names of notable players will be installed at the site.
Looking ahead, Daily Paper plans to collaborate with the municipality on an annual street football tournament for players aged 16 and above, hosted at the Adidasplein. The initiative aims to empower new generations and strengthen the community’s ties to this part of the city’s culture.
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