A young female rider, her horse, and Amsterdam. At first glance, perhaps just a beautiful image. But behind this photo lies exactly the story we want to tell with Jumping Amsterdam.
From Watching to Riding Yourself
For more than 65 years, generations of horse lovers have gathered at Jumping Amsterdam. And all these years, the same scene has played out in the stands.
Young riders watch their role models in the arena—the world’s best riders, pairs competing at the highest level. And somewhere along the way, that thought takes root: one day, I want to ride there too.
Elize van der Mheen knows that feeling. In 2026, she made her five-star debut at Jumping Amsterdam. Suddenly, she was standing in the arena herself, with young riders watching her from the stands.
That’s why she became the face of this campaign for us. Not because her story is over, but precisely because she’s right in the middle of it.
Equestrian Sports in the Heart of Amsterdam
The location was also chosen deliberately. For Jumping Amsterdam, we didn’t want to simply photograph a horse in a competition arena again. We wanted to show where this event truly belongs.
So we took Elize and her horse into Amsterdam.
The canals, bridges, and facades are more than just a backdrop. Jumping Amsterdam and the city belong together. For over 65 years, we’ve been bringing international equestrian sports to Amsterdam. For this campaign, we turned the tables and brought equestrian sports to the city.
The Story Behind the Photo
A campaign image captures a single moment. But the journey to that moment is much longer.
In the campaign video, Elize talks about that journey—her ambitions, the steps she’s taken, and what it’s like to finally compete at the level she once only watched from the sidelines.
Because every rider competing in the Jumping Amsterdam arena today started somewhere.
Sometimes on a pony. Sometimes at a riding school. Sometimes with a dream from the stands.
And maybe the next one will be among them in 2027.
