Ajax Merchandise & Fanshop
Your complete guide to Ajax Amsterdam's official merchandise, kits, fashion, and fan shopping experience
The Ajax Merchandise Experience
For over a century, the iconic red and white colors of Ajax Amsterdam have represented more than just a football club—they've become a global brand synonymous with excellence, innovation, and the beautiful game. The club's merchandise range offers fans worldwide the opportunity to connect with Ajax heritage and showcase their support through official products that embody the club's prestigious history and vibrant future.
The Official Ajax Fanshop at Johan Cruyff Arena
From matchday kits that have become design classics to lifestyle apparel that brings Ajax style to everyday wear, the club's merchandise collection represents the perfect blend of sporting functionality and fashion-forward thinking. With dedicated retail spaces at Johan Cruyff Arena, flagship stores in Amsterdam's city center, and a comprehensive online shop serving global supporters, Ajax ensures fans everywhere can access the full range of official products.
This comprehensive guide explores everything fans need to know about Ajax merchandise—from the latest kit designs and their historical inspirations to exclusive collections, limited editions, and the special shopping experiences the club offers both physically and digitally. Whether you're a lifelong supporter or a new fan discovering the Ajax tradition, this is your complete resource for navigating the world of Ajax Amsterdam's official merchandise.
Quick Information
- Main Fanshop: Johan Cruyff Arena, Amsterdam
- City Center Store: Kalverstraat 124, Amsterdam
- Online Shop: shop.ajax.nl
- International Shipping: Available to most countries
- Official Partner: adidas (Kit & Training Wear)
Match Kits & Jerseys
The iconic Ajax kits—with their distinctive red and white home colors, striking away designs, and meaningful third kits—have become some of the most recognizable and celebrated in world football. Each season's kit designs blend tradition with innovation, often incorporating subtle references to the club's rich history.
Home Kit
The legendary Ajax home kit features the club's iconic vertical red stripe down the center of a white base—a design that has remained remarkably consistent since the 1960s. This distinctive pattern has become one of football's most recognizable shirts, representing Ajax's unique place in football history.
Each season's home kit maintains this core design while introducing subtle updates that often reference elements of club history or Amsterdam culture. Recent seasons have seen variations in collar style, sleeve detailing, and accent colors, but the fundamental identity of the red-white vertical design remains sacrosanct.
Home kits are available in authentic matchday quality (identical to what players wear on the pitch) and replica versions, with options for name and number customization including current squad members and legendary players from Ajax history.
Kit Features
- Available in authentic player version and fan replica
- Multiple fit options (regular and slim fit)
- Performance technology for moisture management
- Sustainable materials increasingly used in production
- Option for official name/number printing
Away Kit
While the home kit maintains traditional consistency, Ajax's away kits allow for greater creative expression and have featured a diverse range of colors and designs over the years. Recent away kits have included bold blues, deep greens, striking blacks, and various geometric patterns that often incorporate elements from Amsterdam's cultural or architectural heritage.
Many away kits have achieved cult status among supporters, with certain designs becoming particularly associated with memorable European campaigns or significant achievements. These kits often become collector's items, with vintage designs regularly inspiring future releases.
Customization
Add official player names, numbers, and competition patches
Sizing
Available in full size range from youth XS to adult 3XL
Authenticity
Features security tags and hologram to verify official merchandise
Third Kit & Special Editions
Ajax's third kits and special edition jerseys often carry significant storytelling elements, commemorating important historical moments, cultural connections, or club milestones. These limited-run kits frequently become the most sought-after collector's items, with designs that push creative boundaries while maintaining connection to Ajax's identity.
Notable examples include kits inspired by Bob Marley's connection to the club, tributes to legendary Ajax teams of the past, and designs celebrating Amsterdam's cultural heritage. These special editions typically sell out quickly and can appreciate in value significantly over time.
The club also periodically releases commemorative retro kits, faithfully recreating iconic designs from significant periods in Ajax history—including the 1970s Total Football era, the 1995 Champions League-winning season, and other milestone moments.
"The Bob Marley-inspired third kit from the 2021/22 season became one of the most popular football shirts globally, selling out within hours of release and being named Football Shirt of the Year by several design publications."
Goalkeeper Kits
Ajax goalkeeper kits typically feature bold, distinctive designs that stand apart from the outfield player shirts while incorporating subtle elements that connect to the overall season's design language. These kits often utilize vibrant colors that provide maximum visual contrast with both home and away outfield kits.
Like the outfield kits, goalkeeper jerseys are available in both authentic pro versions—featuring enhanced technical materials for performance—and standard replica versions for supporters.
Iconic Kit Designs Through History
The Total Football Era
The simple yet elegant design worn by Cruyff, Neeskens, and Krol featured a clean white base with a bold red vertical stripe. This kit, with its minimalist aesthetic and distinctive collar, has become one of football's most iconic designs and continues to influence modern Ajax kits.
The ABN AMRO Classic
Featuring the club's first major shirt sponsor, this design coincided with the emergence of Dennis Bergkamp and remains a favorite among collectors for its perfect balance of traditional elements with the emerging commercial era.
Champions League Winning Kit
The Umbro-manufactured kit worn by the young Ajax side that conquered Europe featured distinctive collar and sleeve detailing. Its association with Van der Sar, Davids, Seedorf, and Kluivert has made it one of the most sought-after vintage shirts.
Champions League Semi-Final Run
The clean design worn during Ajax's remarkable European campaign featured subtle references to the club's past European triumphs and became instantly iconic after dramatic victories against Real Madrid and Juventus.
Bob Marley Tribute
Possibly the most popular third kit in club history, featuring black fabric with red, gold, and green details inspired by Bob Marley's "Three Little Birds," which has become an unofficial anthem for Ajax supporters.
Training & Performance Wear
Beyond matchday kits, Ajax offers an extensive range of technical training and performance wear—the same apparel worn by first team players during training sessions, travel, and pre-match preparations. These collections blend functionality with Ajax's distinctive aesthetic.
Training Apparel
The official training collection includes technical jerseys, shorts, and base layers designed for optimal performance in various weather conditions. Each season's training range features a coordinated color scheme that complements the primary kit designs while offering distinct visual identity.
Performance features include moisture-wicking fabrics, ventilation zones, and lightweight construction—identical to what players use at the Toekomst training complex. Training wear typically features more prominent sponsor logos than matchday kits.
Presentation & Travel Wear
The club's official presentation line includes the jackets, tracksuits, and polo shirts worn by players and staff during travel, media appearances, and pre-match warmups. These items combine athletic functionality with a more refined aesthetic suitable for formal team appearances.
Ajax's presentation wear often features subtle design elements referencing club history or Amsterdam heritage, with premium materials and tailored fits that create a professional team identity across all official appearances.
Lifestyle Performance
Bridging the gap between technical training gear and casual fashion, the lifestyle performance range includes hoodies, t-shirts, and lightweight jackets that incorporate performance elements while featuring more versatile designs suitable for everyday wear.
These items typically showcase Ajax branding in more subtle ways, making them popular choices for supporters who prefer understated club representation in their daily wardrobe.
Performance Accessories
Completing the technical range are performance accessories including training balls, bags, gloves, headwear, and fitness equipment. These items meet professional standards while offering fans the opportunity to train with the same equipment used by Ajax players.
The training ball collections are particularly popular, featuring the same technical specifications used at De Toekomst and designed with distinctive Ajax-specific patterns and colorways.
Fashion & Lifestyle Collection
Beyond performance wear, Ajax has developed an extensive fashion and lifestyle collection that brings the club's distinctive identity into everyday casual wear, home goods, and accessories. These product lines allow fans to integrate Ajax into their daily lives beyond match days.
Casual Apparel
Ajax's casual clothing line spans t-shirts, sweatshirts, jackets, and headwear designed for everyday use. These items feature a range of design approaches—from bold, prominent club branding to subtle, understated references that incorporate Ajax elements into contemporary fashion sensibilities.
The casual range regularly includes collaborative collections with Amsterdam-based designers and brands, creating limited-edition pieces that connect Ajax's sporting heritage with the city's vibrant design culture. These collaborations have included fashion houses, streetwear brands, and graphic artists creating unique interpretations of Ajax iconography.
Special themed collections are released throughout the year, commemorating significant anniversaries, seasonal holidays, and cultural events. Recent examples include heritage collections celebrating key eras in club history, Amsterdam-themed ranges highlighting the city's connection to the club, and lifestyle collections targeting specific fan demographics.
Premium Collections
Ajax's premium apparel and accessory lines offer higher-end interpretations of club themes, featuring luxury materials, refined construction, and sophisticated design aesthetics. These collections include tailored outerwear, premium knitwear, leather goods, and accessories designed for more formal or upscale contexts.
The premium collections often feature more subtle branding and draw inspiration from historical club elements, architectural details from the Johan Cruyff Arena, and Amsterdam's design heritage. Limited-edition numbered pieces and collector's items are regularly featured in these ranges.
Business Line
Includes ties, cufflinks, and formal accessories for professional settings
Heritage Collection
Luxurious recreations of historical Ajax designs using premium materials
Limited Editions
Numbered pieces and collector's sets in presentation packaging
Home & Lifestyle Products
Ajax's home collection extends the club's presence into living spaces through bedding, kitchenware, office accessories, and home décor. These products range from subtly branded items suitable for everyday use to statement pieces that prominently celebrate Ajax identity.
Popular items include coffee mugs featuring historical moments, bed linen for younger fans, barware with engraved club crests, and wall art showcasing stadium imagery or iconic players. These products allow supporters to create Ajax-themed spaces within their homes while maintaining aesthetic quality.
The home range also includes seasonal and special occasion items, such as Christmas decorations, celebration banners for title victories, and commemorative pieces marking club milestones or record achievements.
Souvenirs & Memorabilia
Ajax offers an extensive range of souvenirs and memorabilia catering to both casual tourists and dedicated collectors. From affordable keepsakes to premium collectibles, these items allow fans to preserve their connection to significant moments in club history.
Matchday Souvenirs
Traditional matchday items including scarves, flags, pennants, and pins remain among the most popular Ajax souvenirs. These accessible, portable items are available at various price points and feature designs ranging from classic club crests to match-specific commemorative graphics.
Special editions marking significant fixtures (derbies, European nights, title-deciding matches) are produced in limited quantities and often become collectors' items. Match programs, ticket holders, and gameday publications provide additional memorabilia options.
Collector's Items
For serious collectors, Ajax produces limited-run memorabilia including signed merchandise, framed presentations, and commemorative items marking historical achievements. Authentication is provided through official certification and hologram technology.
The club's heritage collection includes replica trophies, historical match tickets, and replica jerseys from significant periods in Ajax history. Limited-edition boxed sets are produced for major anniversaries and achievements, often featuring exclusive content and presentation quality packaging.
Novelty & Gift Items
Fun, accessible items including keychains, magnets, phone cases, and novelty gifts provide affordable options for supporters or visitors seeking Ajax-themed mementos. These products frequently incorporate humor, Amsterdam references, or club inside jokes familiar to supporters.
Seasonal gift collections are released throughout the year, with specially designed packaging and themed products for occasions like Christmas, birthdays, or back-to-school periods, making them popular choices for gifting between fans.
Signed & Match-Worn Items
The official store offers a selection of authenticated signed merchandise including player photos, jerseys, boots, and match items. Each signed item comes with official certification and proof of authenticity through the club's memorabilia verification program.
For premium collectors, match-worn jerseys and equipment from significant fixtures are occasionally made available through official channels, with detailed provenance and authentication. These highly sought-after items represent the pinnacle of Ajax memorabilia collecting.
Limited Edition & Special Collections
Throughout each season, Ajax releases several limited-edition collections that celebrate special occasions, commemorate historic achievements, or highlight unique creative collaborations. These exclusive product lines are often produced in numbered quantities and represent the most distinctive elements of Ajax merchandise.
Types of Limited Editions
Anniversary Collections
Commemorating key milestones in club history—such as title anniversaries, European cup victories, or founding dates—with specially designed products that reference historical design elements, legendary players, or iconic moments associated with those achievements.
Player Tributes
Collections honoring legendary Ajax figures, featuring signature lines developed with current stars or homage collections celebrating the club's greatest historical players. These often include replica items from significant moments in their Ajax careers.
Cultural Collaborations
Partnerships with artists, designers, and cultural figures creating unique interpretations of Ajax themes. Notable examples include music artist collaborations, Amsterdam-based fashion designer partnerships, and projects with renowned graphic artists.
Geographic Editions
Special collections celebrating Ajax's global connections and international supporter bases, with designs incorporating cultural elements from regions with strong Ajax followings or referencing the club's historical connections to specific countries and cultures.
Recent Collection Highlight: Ajax × Amsterdam Heritage
The recent Amsterdam Heritage collection celebrates the intrinsic connection between the club and its home city, featuring products inspired by Amsterdam's architectural elements, canal system, and cultural symbols. This limited-edition range includes apparel with custom graphics combining Ajax iconography with Amsterdam's distinctive aesthetic, home goods featuring hybrid designs of city landmarks and club achievements, and collector's items presented in special packaging referencing the city's artistic heritage.
"Limited editions typically sell out within days—sometimes hours—of release, with certain collections becoming highly sought after in secondary markets. The club has introduced a reservation system for the most anticipated releases to ensure fair access for supporters."
Online Shopping Experience
Ajax maintains a comprehensive online shopping platform that serves supporters worldwide with the full range of official merchandise. The digital shopping experience has been developed to provide global access to Ajax products while maintaining the authentic connection to the club.
The Official Online Store
The Ajax webshop (shop.ajax.nl) offers the complete range of official merchandise with worldwide shipping capabilities. The online platform features high-resolution imagery, detailed product information, and size guides to facilitate remote purchasing.
Regular updates coincide with new product launches, special promotions around matchdays, and seasonal campaigns. The webshop is available in multiple languages including Dutch, English, German, and Spanish to serve the club's international fanbase.
Personalization
Online customization tools for adding names, numbers, and patches to kit purchases, with real-time visualization
Exclusive Online Items
Digital-only products and webshop exclusives not available in physical retail locations
International Delivery
Global shipping with tracking and duty calculation for international supporters
Digital Gift Cards
Electronic gift certificates for Ajax merchandise, deliverable instantly worldwide
App & Mobile Shopping
The official Ajax app integrates seamless shopping functionality, allowing supporters to browse and purchase merchandise directly from their mobile devices. The app offers exclusive mobile-only offers, push notifications for product launches, and augmented reality features for visualizing certain products.
Members of the official supporter program receive early access to limited-edition releases, exclusive discounts, and special offers through the app's integrated loyalty program.
Benefits of Official Online Shopping
Authenticity Guaranteed
All products purchased through official channels come with authenticity verification and full warranty protection, ensuring genuine Ajax merchandise.
Exclusive Launch Access
Official members receive priority access to new kit releases and limited-edition products through pre-order reservations.
Seasonal Promotions
Regular promotional offers coinciding with key fixtures, holidays, and special events throughout the Ajax calendar.
Direct Club Support
Purchases through official channels directly support the club's operations and development programs.
Physical Store Locations
Ajax operates several physical retail locations that offer immersive shopping experiences beyond mere merchandise displays. These stores serve as destinations that connect supporters to the club through interactive elements, historical exhibits, and exclusive in-store services.
Johan Cruyff Arena Megastore
The flagship Ajax store located within the Johan Cruyff Arena offers the most comprehensive merchandise selection and serves as the primary retail destination for matchday visitors. This expansive space combines product displays with museum-quality exhibits celebrating club history.
Location
Johan Cruijff Boulevard 1, 1101 AX Amsterdam
Features
Trophy displays, interactive screens, printing services, exclusive stadium-only products
Opening Hours
Monday-Friday: 10:00-18:00
Saturday: 10:00-17:00
Sunday: 12:00-17:00
(Extended hours on matchdays)
The Arena store features dedicated sections for current squad merchandise, historical collections, and limited editions. The store's design incorporates architectural elements from the stadium and interactive digital displays showing significant moments in club history. On matchdays, the store opens early and closes late to accommodate the increased visitor volume, with special matchday-only products frequently available.
City Center Ajax Experience
Located in Amsterdam's popular shopping district, the city center store provides a convenient location for tourists and locals to access Ajax merchandise away from the stadium. This boutique-style location focuses on fashion-forward merchandise and tourist-friendly souvenirs.
Location
Kalverstraat 124, 1012 PH Amsterdam
Features
City-exclusive products, visitor information, ticket services, compact selection focusing on bestsellers
Opening Hours
Monday-Wednesday: 10:00-18:00
Thursday: 10:00-21:00
Friday-Saturday: 10:00-18:00
Sunday: 12:00-18:00
The city center location curates a focused selection emphasizing lifestyle products and accessible souvenirs, catering to both dedicated fans and casual visitors to Amsterdam. Staff provide multilingual service and can assist with broader Ajax experiences including stadium tour bookings and matchday information. This location frequently hosts player appearances, book signings, and other special events that bring the Ajax experience into the heart of Amsterdam.
Pop-Up & Temporary Locations
Ajax regularly operates temporary retail locations for special events, significant product launches, and during international tournaments. These pop-up experiences often feature exclusive designs and limited-edition products only available at those specific locations.
Recent pop-up locations have included installations during Amsterdam cultural festivals, temporary stores in major European cities during Champions League away fixtures, and collaborative spaces with partner brands featuring crossover product lines.
The mobile retail unit also makes appearances at amateur tournaments, community events, and youth competitions throughout the Netherlands, bringing Ajax merchandise to supporters outside Amsterdam.
Information about current and upcoming pop-up locations is regularly updated on the official Ajax website and social media channels. These temporary stores often feature exclusive products not available elsewhere.
The In-Store Experience
Ajax has developed its retail environments to offer more than simple merchandise browsing, creating immersive spaces that connect supporters to club history and culture. Features commonly found across Ajax retail locations include:
Interactive Elements
Digital displays allowing customers to explore product details, club history, and player statistics. Touchscreens provide virtual tours of the stadium and training facilities.
Personalization Stations
In-store printing services for adding names, numbers, and patches to jerseys, with professional application using official fonts and materials.
Historical Displays
Rotating exhibits of historical artifacts, memorabilia, and information about significant moments in Ajax history, integrating retail with educational content.
Exclusive Services
VIP shopping experiences including personal shoppers, private viewings of limited-edition collections, and custom product development for major supporters.
Historical Merchandise & Evolution
The evolution of Ajax merchandise over the decades reflects broader changes in football culture, retail practices, and the club's growing global profile. From simple scarves and pennants to today's expansive product ranges, the development of Ajax merchandise tells a story of how football fandom and consumer culture have transformed.
The Traditional Era
Ajax merchandise during this formative period was limited primarily to matchday essentials—scarves, programs, pennants, and badges were the standard offerings. The quality was functional rather than fashion-oriented, with designs focusing on club crests and simple text elements.
This period saw the development of the iconic home shirt design with the central red stripe that would become Ajax's signature visual identity. Despite limited retail infrastructure, the club began developing branded products as supporter culture grew alongside Ajax's European successes.
Commercial Expansion
The establishment of the first permanent club shop at De Meer Stadium marked Ajax's entry into organized retail. The product range expanded significantly during this period to include training wear, leisure clothing, and a wider range of souvenirs.
The introduction of official kit manufacturers (first Umbro, then adidas) transformed the quality and availability of replica jerseys, establishing them as the centerpiece of football merchandise culture. The 1995 Champions League victory sparked unprecedented demand for Ajax-branded products, accelerating retail development.
Modern Merchandising
The opening of the Ajax Arena (later Johan Cruyff Arena) flagship store created a purpose-built retail environment that dramatically expanded product categories and shopping experiences. Online retail became increasingly important, allowing Ajax to reach a global supporter base.
Strategic partnerships with fashion brands and designers began during this period, moving Ajax merchandise beyond purely functional sportswear into lifestyle and fashion territory. The club began developing regionally targeted products for growing international markets, particularly in Asia and North America.
Digital Integration & Global Reach
Recent years have seen the full integration of digital technologies into Ajax merchandise strategy—from augmented reality applications and virtual shopping experiences to social media-driven product launches and supporter co-creation initiatives.
Sustainability has become an increasing focus, with eco-friendly materials, ethical manufacturing transparency, and circular economy initiatives becoming standard practices in merchandise development. Personalization and customization options have expanded dramatically, allowing supporters to create increasingly individualized products.
The club's renewed European success has sparked growing global demand, with Ajax merchandise now available in more than 60 countries through direct channels and retail partnerships. Limited-edition collaborations with fashion houses, artists, and cultural figures have positioned certain Ajax products as collectible design items beyond traditional sports merchandise.
Collector's Corner: Vintage and Rare Items
For collectors of historical Ajax merchandise, certain vintage items have become highly sought after, appreciated not only for their nostalgic value but also as investments. Notable examples include:
1970s Match-Worn Jerseys
Authentic jerseys from the Total Football era command premium prices at specialist auctions, particularly those with documented match provenance or player connections.
Original De Meer Stadium Artifacts
Items from Ajax's former home ground—including signage, seating, and fixtures—have become prized collectibles following the stadium's demolition.
First Edition Programs
Programs from significant European fixtures, particularly from the 1970s European Cup campaigns, have appreciated significantly in value.
Inaugural Season Merchandise
Items from the first Ajax Arena season (1996-1997) marking the transition to the new stadium have developed collector status.
The club occasionally releases heritage collections that authentically recreate historical merchandise using original designs and manufacturing techniques, allowing collectors to acquire brand-new versions of classic items with historical accuracy.
The Business & Cultural Impact
Beyond providing supporters with tangible connections to the club, Ajax's merchandise operation represents a significant business component and cultural ambassador for both the club and the city of Amsterdam.
Revenue Generation
Merchandise sales constitute a vital revenue stream for Ajax, accounting for approximately 25% of the club's commercial income. This revenue directly supports sporting operations, youth development, and infrastructure investments.
The global reach of Ajax merchandise creates financial stability that helps the club remain competitive despite the economic advantages of larger leagues. International sales have grown substantially in recent years, with significant markets developing in North America, Asia, and non-Dutch Europe.
Brand Extension
Ajax merchandise serves as a powerful tool for brand building beyond matchday experiences, maintaining supporter connection during off-seasons and between fixtures. The distinctive red and white color scheme and iconic logo have developed recognition value extending beyond football contexts.
Strategic merchandise collaborations with fashion brands, cultural institutions, and artists have positioned Ajax as a cultural brand representing Amsterdam values and Dutch design sensibilities to global audiences. Limited-edition collections frequently receive coverage in mainstream fashion and design media, extending reach beyond sports publications.
Tourism & City Connection
Ajax merchandise represents a significant component of Amsterdam tourism, with the club stores regularly ranking among the city's most-visited retail destinations. The city center store particularly serves as an entry point for visitors discovering Ajax's role in Dutch cultural identity.
Collaborative products with Amsterdam cultural institutions and city-themed merchandise strengthen the club's position as an ambassador for the city. The distinctive Ajax identity—embodied in its merchandise—has become internationally recognized as a symbol of Amsterdam alongside traditional cultural markers.
Sustainability Initiatives
Ajax has increasingly integrated sustainability principles into merchandise operations, with commitments to reducing environmental impact through material choices, manufacturing processes, and supply chain management. Recent kit releases have highlighted recycled materials and responsible production methods.
The club's merchandise recycling and upcycling programs allow supporters to return used Ajax products for responsible recycling or creative reuse. Limited-edition upcycled collections have transformed end-of-life products into new, unique items with both environmental and collector value.
Future Directions & Innovations
Ajax continues to evolve its merchandise strategy to meet changing supporter expectations and market opportunities. Current development areas include:
- Digital Product Extensions — Virtual merchandise for gaming platforms, social media integrations, and digital collectibles using blockchain authentication
- Customization Technology — Advanced personalization options allowing supporters to create increasingly individualized products through both online and in-store interfaces
- Circular Economy Models — Expanding programs for product recycling, materials reuse, and sustainable manufacturing to reduce environmental impact
- Global Retail Expansion — Strategic partnerships to establish Ajax retail presence in key international markets through branded spaces within existing sports retailers
- Heritage Archives — Systematic digitization of historical merchandise designs to support authentic reproductions and inspire contemporary collections
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