Daily Paper, Ajax and adidas Reopen the Iconic Adidasplein
Amsterdam Zuidoost has always been a place where football, culture and community come together. Now the neighbourhood’s most iconic court, the Adidasplein, has been given new life. Daily Paper worked alongside Ajax, adidas and the Municipality of Amsterdam to redesign and officially reopen the pitch, strengthening its role as a home for future generations. The revival of the Adidasplein shows how meaningful places in football can continue to grow without losing their identity.
A Court with Deep Roots
The Adidasplein has long been a landmark in Amsterdam’s street football culture. For many players, it is the place where their love for the game began. The renovation builds on the story behind the ‘Gouden Pleintjes Generatie’ Ajax jersey, which Daily Paper designed for the 2022–23 season. That jersey highlighted nine symbolic courts across the city, with the Adidasplein at its heart. With that history in mind, Daily Paper and adidas invested €100,000 to restore the court. This gives young players a space that reflects both heritage and ambition.
Design Shaped by Identity
The upgrade goes far beyond a new coat of paint. The Adidasplein now has improved drainage, a renewed playing surface and a custom perimeter fence created by Daily Paper. Its diamond pattern draws from East African beadwork and connects directly to the visual identity of the Ajax training shirt from 2022–23. Meanwhile, the red, black and green colours carry Pan-African symbolism: red for a shared human bloodline, black to honour ancestors and green for the richness of the earth. Together, these elements create a design language that feels intentional, meaningful and rooted in the community it represents.
Honouring Talent
This court has shaped generations. Players such as Ryan Babel, Edson Braafheid, Urby Emanuelson, Ryan Gravenberch, Quincy Owusu-Abeyie, Timothy Fosu-Mensah and street football icons Djuric Ascension and Orville Stock Promes all spent their early years here. To celebrate that legacy, a golden plaque listing all notable players from the plein will soon be placed at the site. It will act as a reminder of the talent, stories and history built on this ground.
Building for the Next Generation
Daily Paper’s involvement does not end with the renovation. From next year onward, the brand plans to work with the Municipality of Amsterdam to host a yearly street football tournament for players aged 16 and above at the Adidasplein. This initiative aims to support young athletes, strengthen community ties and keep street football culture in Amsterdam Zuidoost moving forward. With this project, Daily Paper shows how giving back can shape the future. The renewed court is not only a space to play but a place where new generations can grow, belong and build their own stories.
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