From the castle to the suburbs, AIK is the club for everyone. "AIK is Stockholm, Stockholm is AIK" is a concept created to encompass and shape everything the club does. From the football field to the club's various community initiatives, this concept aims to strengthen and communicate the essence of Allmänna Idrottsklubben—an inclusive club for anyone with a love for the city of Stockholm.

The continuous dedication to the concept, coupled with AIK's unwavering commitment to its core values, has earned the club the prestigious title of the sports club with the strongest brand in the country, as determined by yearly surveys conducted by Sport & Affärer.