Iconic Street Football Location Adidasplein Undergoes Regen Project Lead By Daily Paper

Photo Credit: Bastiaan Heus – AJAX MEDIA TEAM

Widely recognised as one of Amsterdam’s most storied street-football locations, the Adidasplein has long held significance for young people across the city. Its recent refurbishment takes cues from the ‘Gouden Pleintjes Generatie’ Ajax kit — created by Daily Paper for the 2022/2023 season — which spotlighted nine notable neighbourhood pitches, placing the Adidasplein at the centre of that visual story.

Working alongside adidas, Daily Paper contributed €100,000 toward the redesign. The investment aligns with the brand’s ongoing commitment to supporting Amsterdam’s youth scene and celebrating the city’s deep football heritage. The founders emphasise that Daily Paper’s identity is inseparable from Amsterdam itself; to them, the Adidasplein stands not only as a playing space but as a symbol of legacy, community, and emerging talent. Revitalising the court serves as a gesture of gratitude to the neighbourhood that helped shape who they are.