Ajax and Adidas unveil new kit with fake changing room stunt

By on Wednesday, July 18, 2012

A series of fake fitting rooms were installed inside the Ajax Experience club shop in Amsterdam last Thursday, giving fans trying on the new home kit slightly more than they bargained for.

A video released today shows what happened when fans went into the changing room to try it on:


Inside the fitting room, one of the walls was fitted with a two-way mirror. When fans entered the room and started trying on their jersey, the mirror/wall suddenly opened to a room containing cheering Ajax players, including Vurnon Anita, Kolbeinn Sigthorsson, Daley Blind, Jasper Cillessen, team captain Siem de Jong and women’s team players Leonne Stentler and Babiche Roof.

The stunt is seemingly a collaboration between Adidas and Ajax, and another example of a football club trying something different to improve new kit sales. This post featured Parma FC, who embroidered season ticket holder names into their new jersey.

We’ll gloss over the fact people might not have liked to be watched as they get changed, yeah?

Source: tweeted by Paddy Kilgallon

Comments are closed.

Get the best creative brand campaigns directly to your inbox, every Friday!

Hide forever...