Strategy, Concept, Campaign, Video, Social
Álvarez in tears: Ajax says goodbye to Edson Álvarez
After four seasons in Amsterdam, Mexican midfielder Edson Álvarez leaves Ajax for West Ham United. To thank him for his passion and dedication, Ajax surprised Álvarez with a touching video message from his family and friends, moving the 25-year-old to tears.
Ajax visited Álvarez's hometown of Tlalnepantla in the vicinity of Mexico City. The club talked with his family, friends and coaches from his childhood club, who not only spoke highly about his passion and fighting spirit on the pitch, but also about his strong bond with AFC Ajax and its fans.
The Mexican international arrived at the age of 22 and played 147 official matches in the Ajax jersey. With Álvarez as a source of inspiration, Ajax empowered children from his old neighborhood to pursue their dreams too. In collaboration with adidas, the club handed out 1000 balls on various football pitches in Tlalnepantla. For Edson, for Mexico, for the future.
4 The Future.
Álvarez couldn't believe it. "I know what it's like to suffer, to have nothing. The fact that Ajax handed out all those balls to the children means a lot to me. You give a ball, you give a child the opportunity to dream. While watching this video I thought a few times how difficult it has been to get to where I am now. I feel a lot of pride."