For years, Men's UEFA Champions League and UEFA Women's football has been Lay’s largest global platform. So, football is in out DNA.

And now, we decided to expand the brand’s mission (“to bring joy to people”). Though footbal, we wanted to bring joy to deserving communities. Those places where kids don’t have a proper space for playing. Because we trully believe in the transformative power of football.

We launched a global initiative to give chip packs an extraordinary second life, and transformed millions of empty Lay’s bags into sustainable artificial football pitches for underprivileged communities around the world.

Up to five Lay's RePlay football pitches are expected to open ‘till the end of 2022 around the world, with the first 3 already done: South Africa, Brazil, UK. Italy and Turkey are the next ones. And we plan to expand do 6 other countries next year.

With the potential of more than 3,600 hours of play and educational-sporting programs benefiting over 17,000 members of the community in the first year alone, Lay's RePlay places strong emphasis on including community members and local organizations throughout the planning, construction and maintenance phases of each pitch, with the goal to develop programming that can address social issues impacting each community, while fostering safe access to the sport. For example, in South Africa, local programming looks to empower youth, promote inclusivity, and share key life skills and pro-social behaviors with EduFootball sessions.

In keeping with the spirit of a game that draws people together, Lay’s RePlay involves the community at every step of the way. Community members work on the planning, construction, and maintenance of each pitch. And Lay’s’ long-term vision goes beyond the field, with activities like EduFootball’s teamwork and job training sessions to empower youth, promote inclusivity and develop key life skills.

Each field is created with a shock-absorbing layer called Ecocept™, which is formed when reclaimed chip packs are converted into rubberized pellets. (For South Africa alone, more than three million chip packages were used to create the pitch.)

Both the turf and the Ecocept™ layer are 100% recyclable, with each pitch producing up to 128 tons fewer greenhouse gas emissions than a standard synthetic pitch. That’s equivalent to taking up to 27 cars off the road for one whole year.

Over 17,000 people from needy communities were benefited (in the first year alone).

More than 9 million empty bags of Lay’s saved from waste and transformed into football pitches.

The project generated more than 400 pieces of coverage, earning more than 558 million impressions.