Our partnership with the Johan Cruyff Foundation means we can help get more children involved in sports and exercise. One of the ways we did that in 2022 was by training 14 Dutch Store Managers to become Action hero coaches during a two-day training course at the Johan Cruyff Institute. Together with their store team, the 14 Store Managers devised and wrote a plan for a sporting event for the children near their store.

Karin Grasmeijer - Wegkamp, Store Manager of Lewenborg in Groningen is one of the Action hero coaches: “My colleagues and I went out of the store into the neighbourhood for local involvement to organise the event. I wanted to step out of my comfort zone and Action gave me this chance. Even though I hardly knew anything about football. Well, I do now! We also learned what the Cruyff foundation stands for, and how to coach each other and work together. It was a wonderful experience. The children loved it, and my team and I did too.”

The events were held in different locations in the Netherlands during the summer of 2022. Together with their store teams, the Action heroes made sure all the children had an unforgettable day. The tournaments were a success! And if you’re wondering why the seemingly odd number of 14 coaches was chosen? Check the foundation website.