Starting in Paris, Action and Johan Cruyff Foundation build sports courts for children across Europe

•  Action and the Cruyff Foundation have a joint mission to encourage children to get active
• The collaboration is now expanded to create safe outdoor spaces where kids can play sports and exercise
• The first Cruyff Court activated by Action opened today in Paris, connected to the Action store at 119 Avenue de Flandre
•  French football legends Robert Pirès and Claude Makélélé initiated the court by playing a match with local children

Action and the Johan Cruyff Foundation share a common goal: to encourage children to get active. We established a strong partnership since 2022, supporting various sports initiatives like the largest street football club in the Netherlands for instance.

The partnership between the Cruyff Foundation and Action is part of Action’s Sustainability Programme through which Action drives progress in four areas: the development of Action colleagues, reducing greenhouse gas emissions, continuously investing in product quality and sustainability, and actively contributing to the well-being of the communities in which Action is based with a focus on children.

Action and the Cruyff Foundation are now expanding their partnership by building sports courts for children in several countries. These so-called ‘Cruyff Courts activated by Action’ will be opened in neighbourhoods near Action stores, starting in France and moving to Germany, Spain and Belgium amongst others.

Cruyff Courts provide safe, well-maintained spaces where children can play sports and stay active. Throughout the year, kids can participate in various sports activities organised by community sports coaches and youth workers. Many of these coaches are Cruyff Foundation Coaches, trained to work with local youth.

The enhanced collaboration between Action and the Cruyff Foundation kicked off in France, with the opening of the first ‘Cruyff Court activated by Action’ in the 18th arrondissement in Paris near the Action store at 119 Avenue de Flandre. In addition to this court, a second Special Cruyff Court – specially designed for children with special needs – will be opened in the same location, to ensure that even more children have access to a safe and inclusive space to play and grow.

Hajir Hajji, CEO Action, explains: “Action and the Cruyff Foundation found each other when we opened our first store in Spain in 2022. We share a common goal: to activate children. As an active partner in the communities where our stores are, we want to give children from our neighbourhoods a space to have fun in the best possible way: by playing sports on a safe court. Starting today in Paris, but soon in several other cities in Europe as well.”

Niels Meijer, Director Cruyff Foundation: “At the Cruyff Foundation, we believe in the power of sport to create better futures for children. Sport connects children and helps them grow. Thanks to our partnership with Action, we’re taking this vision to the next level. Together we’re building Cruyff Courts — safe, inclusive spaces where every child, including those with special needs, can play, connect and thrive.”

First court opened by Robert Pirès and Claude Makélélé

To mark the occasion, French football legends Robert Pirès and Claude Makélélé joined the children of Goutte d’Or, each captaining a team of local kids to share their love of the game – just like when they were young.

Robert Pirès, a midfielder, made his mark on French football. He began at Metz, winning the Coupe de la Ligue in 1996, before moving to Marseille, where he reached the UEFA Cup final in 1999. A key figure in France’s golden era, he won the 1998 World Cup and 2000 European Cup. After a successful career abroad, he now works as a football consultant and ambassador.

Claude Makélélé grew up playing street football, developing defensive skills that made him one of the best midfielders of his generation. After starting his professional career at Stade Brestois, Makélélé moved to Nantes, where he won Ligue 1 in 1995 before continuing his career abroad. A key player for France, he helped the team reach the 2006 World Cup final. Following a successful club career, he now works as a coach and football consultant.