AI Creative Direction · Fan concept

AJAX AMSTERDAM

What if Ajax played American football? Total football — full contact.

Project: Ajax Amsterdam — American Football (own fan concept, 2025 → 2026)
Role: Concept, brand book, uniforms & helmet, field design, merchandise, AI imagery & film
Year: 2026
Tools: Claude, FLORA, Nano Banana Pro, Seedance 2.5

The idea

Amsterdam's most famous club, reimagined as an American football franchise. Not a new team in Ajax colours, but the same club translated: the red band, the crest, Total Football and the Amsterdam crowd, rebuilt for helmets, pads and a hundred-yard field.

I first made this in April 2025, when AI images still drifted — the crest changed from frame to frame and the helmet never looked the same twice. This time the identity came first: a brand book and three master references — helmet, home kit and field — that every image and film is generated from.

2025 → 2026

The 2025 concept poster: Ajax football players in red and white under the text AJAX AMSTERDAM — 2025 — the first poster

The 2025 concept helmet: white with a red stripe and the Ajax crest — 2025 — the first helmet

2026 — the master helmet: one red stripe between black pinstripes, crest and three stars

Club DNA

Same club. Different ball.

The Band

1911 → 2026

The white shirt with the broad red band is Ajax. Here it becomes the jersey's centre panel, the helmet stripe, the red end zones and the red column on every poster.

Total Football

→ Total Offense

Any player can play any position. The playbook is positionless — running backs who catch, receivers who block — and the brand voice follows: fast, fluid, never stiff.

Godenzonen

Sons of the gods

The crest is the Greek hero Ajax. The nickname stays: the team are the Godenzonen, the home end is the Olympus and the season opener is the Odyssey.

The uniforms

One stripe runs through everything.

The band is always vertical, always centred and always a third of the width it runs through. Home in white, away in black, and a cream 1900 heritage kit for the season opener — one helmet for all three. No manufacturer or sponsor marks: only the crest, the stars and the numbers.

Three American football players in the Ajax home (white with red band, 10), away (black with red band, 87) and heritage 1900 (cream with red band, 4) uniforms, all in the white Ajax helmet — Home 10 · Away 87 · Heritage 1900 4

Ajax running back in the white home uniform with the wide red centre band, number 10 and the crest on the chest — Home — numbers in white with a black outline, set on the band

Ajax wide receiver in the black away uniform with the wide red centre band and number 87 — Away — black with the same red band

The field

A hundred yards of Amsterdam.

Both end zones solid Ajax red with AJAX in white block letters, the crest at the 50-yard line and a red-and-white checker strip along the sidelines — the shirt, laid flat on the grass.

Blue-hour drone view of the Amsterdam stadium with an American football field: red AJAX end zones, crest at midfield, flares in the far stand and canal houses beyond — Matchday at the ArenA — roof open, 55,000 seats

Ground-level view into the red AJAX end zone at dusk, a white goal post and a crest banner in the packed stand — The end zone at dusk

Matchday

Sunday night at the ArenA.

Games are events with names: the season opens with the Odyssey in the heritage kit, and the two games against Rotterdam are De Klassieker.

The walk-out — the Godenzonen into the red smoke

Rain game — number 10 breaks the tackle

The Olympus — the home end and the crest tifo

Illustrated matchday poster: an Ajax running back in the home kit on red, headline DE KLASSIEKER, AJAX vs ROTTERDAM, Sunday 20:30 — Poster — De Klassieker

Ajax running back number 10 bursting through a tackle in the rain under floodlights — Rain game — still

Merchandise

Wear the band.

Game jerseys, a full-size and mini replica helmet, a red wool letterman jacket, a knitted scarf, caps, a leather game ball, a pennant and a pin — sold in an Ajax Pro Shop of white walls, oak and brass.

Flat lay of Ajax football merchandise: home jersey 10, mini helmet, AJAX AMSTERDAM scarf, cap, leather football with the crest, pennant, pin and matchday ticket — The core range

Letterman jacket — red wool, white leather sleeves, chenille crest

Interior of the Ajax Pro Shop: home and away football jerseys on brass rails, a lit case of helmets and shelves of caps, scarves and footballs — The Ajax Pro Shop

Oak locker room with the home 10, away 87 and heritage 4 jerseys, helmets above and pads below, under the Ajax crest — The locker room — oak, brass and the band

The system

Red, white and nothing else.

A 16-page brand book: the idea, club DNA, crest use, colour, type, the band system, uniforms, helmet, numbers, field, matchday, merchandise, the locker room and motion.

Download brand book (PDF)

Process

A 2025 concept rebuilt in 2026. The brand book and three master references — helmet, home kit and field — were made first, then fed into every image so the crest, band, numbers and stripe stay identical across 15 images. Images with Nano Banana Pro; six films with Seedance 2.5 in 1080p.

Unofficial, speculative fan concept. Not affiliated with, sponsored or endorsed by AFC Ajax NV. The Ajax name and crest are trademarks of AFC Ajax NV and are shown only to illustrate the concept. Players, opponents, products and prices are fictional; no images are photographs.