'Amsterdam is where we shine', with Imaan Hammam
With the 2022/2023 pre-match collection release for AFC Ajax, Daily Paper has launched a second film with 'Amsterdam is where we shine' as the theme. With Daily Paper as creative and artistic lead, Rogier Smalhout as director and production by HALAL, it is an all Dutch production. Starring fashion industry icon and Dutch native top model Imaan Hammam as narrator, the campaign is a celebration of diversity and community.

Prominent casts present are Ajax players Steven Bergwijn, Mohammed Kudus, Quinty Sabayo and Kay-Lee de Sanders, former Ajax players Frank de Boer, Tarik Oulida, John van 't Schip and Rob Witschge, Ajax youth academy alumnus Dries Boussatta, legendary tattoo artist Henk Schiffmacher with his daughter Texas and musicians Rbdjan, Rocks (Tuindorp Hustler Click), Rotjoch, Chivv and Kalibwoy; amongst many more proud 'Amsterdammers'.

Iconic Amsterdam locations featured were carefully selected to champion Amsterdam natives, entrepreneurs and local business that make up the community that is brought together by and for the love of Ajax; spotlighting the notable café Ruk & Pluk, the black and unique doll shop Colourful Goodies, Asian fusion restaurant Mito, concert hall Bimhuis, Turkish restaurant Efes and sports store Smit-Cruyff.