A young rider with her horse, in the heart of Amsterdam. It creates a powerful image, but for us this photograph mainly tells a story. About young riders who dare to dream big, about the road to international sport, and about the city where Jumping Amsterdam has been at home for more than 65 years.
From watching to riding yourself
For more than 65 years, generations of horse lovers have come together at Jumping Amsterdam. Throughout all those years, the dream for many young riders begins in the same place: in the stands, watching the best riders in the world.
They see combinations enter the arena at the highest level and imagine what it would be like to ride there themselves one day. For some, it remains just a thought; for others, it becomes the start of an ambition.
Elize van der Mheen knows exactly what that feels like. In 2026, she made her debut at five-star level at Jumping Amsterdam. Suddenly, she found herself in the very arena where she had once watched other riders. And in the stands were young riders who may have been thinking exactly what she had thought a few years earlier: one day, I want to ride there too.
That is exactly why Elize is at the centre of our campaign. Not because her story has already been written, but precisely because she is in the middle of that development. She shows what the step from dreaming to doing can look like.
Equestrian sports in the heart of Amsterdam
The location for the campaign imagery was also chosen deliberately. Not a competition arena or packed stands, but Amsterdam itself. Because Jumping Amsterdam belongs to the city just as much as international equestrian sport belongs to our event.
That is why we took Elize and her horse into the city. Along the canals, across the bridges, and among Amsterdam’s iconic façades. Not only as the setting for a beautiful photograph, but to bring together two worlds that have been connected for more than 65 years.
Normally, during Jumping Amsterdam, we bring international equestrian sport to the city. For this campaign, we turned that around and brought the horse into the city.
Elize on Jumping Amstedam
For Elize, Jumping Amsterdam is more than just the place where she made her five-star debut in 2026. It is an event she has been attending for years and where her own ambitions gradually came closer to becoming reality.
In the video, she talks about who she is, what Jumping Amsterdam means to her, and how she experienced her debut in the RAI. From watching as a spectator to eventually entering the arena herself.
