Children deserve a start in life that is safe, healthy and fulfilling. Action has a long-term partnership with the Johan Cruyff Foundation and SOS Children’s Village to support disadvantaged children around the world. We are committed to supporting both international and local initiatives that promote safe and healthy environments for children to thrive.
To make an important impact in the countries where we source our products and operate, we’ve partnered with the global charity SOS Children’s Villages. Their focus is on keeping families together, providing basic care when necessary, supporting youth independence, and advocating for children’s rights resonates deeply with our values. Since 2018, we’ve sponsored a child or village in Asia for every store, store setup team and distribution center we operate, fostering local involvement by also supporting programs in European countries where we maintain offices. As our store network expands, so does our support for these communities.
Through our monthly donation of €30 per child, we contribute to covering essential needs such as food, education, medical care, and recreational activities within these villages. Each supporting team receives information about their sponsored child, encouraging our colleagues to actively engage with this impactful project through correspondence.
Furthermore, our country offices contribute €10,000 each to SOS Children’s Villages projects within their respective countries. Learn more about our partnership with SOS Children’s Villages and how together, we’re creating positive change in the lives of children worldwide.
Action works through recognised international NGOs – the Red Cross and UNICEF – offering financial support to help children affected by natural disasters and conflicts. Children are often among the most vulnerable groups during times of crisis.
Since 2022 Action has partnered with the Johan Cruyff Foundation, which shares our ambition to help children and young adults. The Cruyff Foundation develops sports activities for children all over the world, with a focus on children in need. We invest in new Cruyff Ccourts, providing access for children to safe play areas, improving the quality of life in disadvantaged neighbourhoods. Alongside this, we also partner with FC Straat, which organises street football in the Netherlands, encouraging children to get play sports and exercise.
‘’Johan Cruyff had the dream after his football career to develop children through sport and started, now 25 years ago, the Cruyff Foundation. Together with ACTION, we can offer families, for whom sport is not always obvious, space, tools and resources to sport and exercise. Together we make the difference,” says Niels Meijer, General Director of the Cruyff Foundation.
Hundreds of Action colleagues take part in the yearly TCS Amsterdam Marathon to raise money for the UMC Cancer Centre. The world-renowned UMC Cancer Centre conducts research into cancer with a view to discovering new breakthrough treatments and cures.
