The most successful football team in the Netherlands, Ajax Amsterdam also has the largest supporter base in the country. Each year the new team outfit is eagerly awaited. The launch of the new shirt is a media moment.
At Iris Amsterdam I was supporting the production of an experiential acitivity for the clothing partner Adidas.
To launch the new Ajax shirt for the 2012/13 season fake walls and cameras were built into the changing rooms of the only official fan shop in Amsterdam’s city center, Ajax Experience.As the fans try on their new season shirt the wall is pulled away and they are surrounded by players from the team.
For many this may seem creepy and lawsuits might ensue but for Amsterdammers and Ajax supporters this goes to the heart of our sense of humor.