ACTION AND THE JOHAN CRUYFF FOUNDATION GET AMSTERDAM-NORTH MOVING WITH NEW CRUYFF COURT

• Action and the Cruyff Foundation share a mission: getting children moving
• Together we create safe outdoor spaces near Action stores across Europe
• Today, the second joint Cruyff Court and the first in the Netherlands officially opened in Amsterdam-North, near the Action store at Buikslotermeerplein 121
• Former professional footballer, coach and Johan Cruyff Foundation ambassador Patrick Kluivert opened the court together with children from the local neighbourhood

Action and the Cruyff Foundation
Action and the Johan Cruyff Foundation share a common goal: getting children moving. We have worked together since 2022, with Action supporting a range of the Cruyff Foundation’s initiatives, including FC STRAAT, the largest street football competition in the Netherlands.

The collaboration with the Cruyff Foundation forms part of the Action Sustainability Programme. Through this programme, Action continuously works to improve quality and sustainability across four pillars: People, Product, Planet and Partnership. Through the Partnership pillar, Action actively contributes to the wellbeing of the communities where it operates, with a focus on children as they are the future and every child deserves a safe, healthy and fulfilling start in life.

Action and the Cruyff Foundation continue to expand their partnership. Following a successful opening of the first joint Cruyff Court in Paris in 2025, the second is now open in Amsterdam. Further courts will follow, with Alkmaar in March and additional locations planned in Spain and Germany.

Hajir Hajji, CEO Action: “At Action and the Cruyff Foundation, we both believe children need space to be active. In the neighbourhoods where our stores are, we want to give children a safe place to play sport and have fun. Opening this Cruyff Court in Amsterdam-North is a great next step in our collaboration.”

Niels Meijer, Director Johan Cruyff Foundation: “Sport has the power to connect children and create opportunities. With Cruyff Court Patrick Kluivert, we are giving this neighbourhood a place where children can develop, be themselves and grow together. Thanks to our collaboration with Action, we can increase this impact, in the Netherlands and beyond.”

Cruyff Court Patrick Kluivert

Cruyff Court Patrick Kluivert is in Amsterdam-North, near the Action store at Buikslotermeerplein 121. The court sits between residential homes in Loenermark, alongside a community centre and close to several local schools.

Children can use the court to play sport all year round. A range of activities will be organised by local sports coaches and youth workers, many of whom are trained Cruyff Foundation coaches with experience supporting young people.

The court uses Pure Play, a sustainable artificial turf without rubber granules. The surface is more durable, longer lasting and easier to recycle, while giving children a safe and comfortable place to play sport throughout the year.

Patrick Kluivert

Patrick Kluivert kicked off the opening of the court together with children from the neighbourhood, sharing his love of football in the area where his own story began.

Kluivert grew up in Amsterdam and took his first steps in football there. He broke through at a young age at Ajax and made his name internationally with the winning goal in the 1995 Champions League final. A successful international career followed at top clubs in Italy and Spain, alongside a prominent role in the Dutch national team.

Patrick Kluivert: “Johan Cruijff and I shared the same football heart: Ajax and Amsterdam as our foundation, FC Barcelona as our home, and the same belief that football should stay simple, clear and above all pure. I am proud of my own Cruyff Court here in Amsterdam-North, where I grew up. Sport shaped me into who I am. The Cruyff Foundation makes that same journey possible for so many children, by giving them the space to play, develop and grow, and I am happy to play my part in that.”