ronde van ajax

ajax (the football team) decided to create a cycling kit (for riding bikes), which is totally bonkers stuff if you ask anyone who isn’t aware that (dutch) people are fucking mad for it. 

the only sensible way to launch such a collection, would be to stage a fake bike race which circles around the centre of amsterdam on a busy friday in spring, ending at the stadium just hours before an ajax game would kick off. 

“nobody said it was easy” - chris martin

concepted with and/shot by josh greet