Adidas and Ajax wanted to give back to Amsterdam.
So for the launch of the new Ajax shirt from Adidas we gave local entrepreneurs the opportunity to be the very first to launch the new shirt in their store. We made a carefully picked selection of authentic shops and owners that really stand for Amsterdam and their Ajax.
Through social media we gave the Ajax fans notice of what was about to happen with a few teasers/portraits of the stores and owners for the next day.
On the release day itself customers were able to order an Ajax special which included an original and difficult challenge that would show their true love for the city and it’s club.
If they would succeed, there was a reward – the new shirt!