As Moroccan pop-artist Hassan Hajjaj prepares to open a pop-up space in Casablanca with Achraf Hakimi, it has just been announced that he will also be hosting a series of immersive events at his own space, JAJJAH, in Marrakech.
Dubbed Kech United, the event wants to bring together African art, music, fashion, and football all into one place by means of a multi-layered showcase spanning exhibitions, talks, and live-match screenings as well as slew of community-driven gatherings designed to unfold alongside AFCON, and after.
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Underway since Dec. 19 and set to spill into the new year — by running until Feb. 18 —, the initiative will unfold across five key moments: a Daily Paper pop-up; free AFCON match screenings; a photography exhibition by Nigerian photographer Andrew Dosunmu; a fashion-focused installation curated by Art Comes First and Marché Noir; and an artist talk between Dosunmu and Cameroonian curator Janine Gaëlle Dieudji.
Scheduled to start and run at different dates, the program is designed to evolve gradually over the course of the tournament, allowing visitors to drop in at multiple moments and experience JAJJAH as a living, shifting cultural space rather than a fixed-format event.
Keep scrolling for the full breakdown of Kech United’s schedule.
The African Game: Andrew Dosunmu
Dates: Dec. 19 – Feb. 15, 2026
Official event description: “Through the lens of photographer and filmmaker Andrew Dosunmu, The African Game shifts the focus from the pitch to the fans, capturing Africa’s deep passion for football. Shot across multiple countries, the exhibition unveils football as a language of connection and a celebration of community. With a cinematic perspective, Dosunmu presents football as a ritual and a shared devotion, creating an archive of contemporary Africa, alive with joy, resilience, and spirit.”
Black Supermarket: Art Comes First and Marche Noir
Dates: Dec. 19 – Feb. 15, 2026
Official event description: “An installation by Art Comes First and Marche Noir celebrating the richness of African craftsmanship and modern design, The Black Supermarket blends traditional fashion with contemporary aesthetics. Curated by Art Comes First and Marché Noir Lome Paris, this exhibit honors black as a symbol of unity and pride, showcasing fashion as a form of art through a curated collection of garments and accessories.”
Artist Talk & Screening
Dates: Dec. 20
Official event description: Andrew Dosunmu and Janine Gaëlle Dieudji engage in an intimate dialogue as friends and colleagues, exploring Dosunmu’s artistic practice as a photographer and filmmaker, along with his passion for African football that has inspired his project for over two decades.
Daily Paper: Pop up
Dates: Dec. 20
Official event description: “Daily Paper, the Amsterdam-based fashion and lifestyle brand inspired by African heritage, will feature selected garments from its recent collection in the pop-up shop. The collection will also be available in the JAJJAH boutique throughout AFCON.”
Celebrating AFCON
Dates: Dec. 21 – Feb. 18, 2026
Official event description: “Throughout AFCON, games will be screened in the cafe and the salon for free and open to the public. Daily Paper will partner with us for the opening of AFCON, bringing vibes and surprise guests. JAJJAH will be open later for Morocco evening games on these dates: December 21, 26, 29, 2025 & January 14, 17, 18, 2026.”
