Roger Hampel
Ajax, one of Europe’s premier football clubs, has inked a new partnership deal with Amsterdam-based Atelier Munro, appointing them as the Official Formal Wear Supplier until at least 2027. This collaboration sees Atelier Munro dressing Ajax’s board members, staff, and both men’s and women’s teams for select official events and matches, marking a significant style upgrade for the club.
Crafting Style on and off the Field
The partnership, announced on May 22, 2024, solidifies Ajax's commitment to excellence not just on the pitch but in its sartorial choices as well. Atelier Munro, renowned for its bespoke tailoring and quality fabrics, will provide custom-designed suits and formal wear, ensuring that Ajax’s teams look as sharp as their gameplay. This move enriches Ajax’s existing apparel partnerships, with adidas as the long-term sportswear supplier and Replay handling fashion wear since 2020.
A Perfect Match of Local Roots and Global Ambitions
Menno Geelen, Ajax's acting general director, expressed enthusiasm about welcoming Atelier Munro into the Ajax family. He highlighted the alignment of both organizations' values, noting Munro’s Amsterdam origins and its growth into a brand with international presence and experience in outfitting top sports teams and business professionals alike. This partnership aims to appropriately dress every team member for every occasion, enhancing the club's professional image.
Jasper Willems, Atelier Munro's commercial director, echoed this sentiment, emphasizing the partnership's alignment with Munro's mission to personalize the fashion landscape. Willems expressed pride in this collaboration with Ajax, seeing it as a strategic move to increase brand recognition and appreciation on a global scale. He also noted that the partnership would likely drive more traffic to Atelier Munro's physical locations and online store.
A Commitment to Sustainability and Personalization
Atelier Munro stands out for its commitment to sustainability and personalized fashion. Each piece of clothing is meticulously crafted from premium materials sourced from the world's finest manufacturers, tailored to the minutest detail to ensure durability, comfort, and style. This approach not only elevates the wearer's experience but also promotes a sustainable fashion cycle, reducing waste and increasing the lifespan of each garment.
The Bigger Picture
The partnership between Ajax and Atelier Munro is more than just about looking good; it's about setting a standard for how sports clubs can integrate style, sustainability, and corporate responsibility into their brand ethos. By choosing a partner that values craftsmanship and personalized attention, Ajax reinforces its image as a forward-thinking club that cares about its impact both on and off the field.
As this partnership unfolds, it will be interesting to see how Atelier Munro’s elegant designs transform the presentation of Ajax’s teams at high-profile events and matches, potentially setting a trend for how sports teams approach their formal attire.
Source & Photo Credit: AFC Ajax
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