INGKA Centres Partners with Pillow Fight Championship for International Day of Play

June 8, 2025  by Karen Parrish in Business Strategy, Industry   

At Italie Deux, Ingka Centres Meeting Place in Paris, 10 minute sessions offered Parisians free pillow fighting lessons from experts such as renowned athletes Adrien Ancelin and Nicole Schaefer, as well as the opportunities to watch professional matches.

Natalia Petelina, meeting place manager at Italie Deux says, “With 65% of French people saying they’d be more likely to exercise if it were more fun, we saw an opportunity to create something truly engaging for our community. These limited sessions are more than just a fitness trend, they’re about building a joyful, inclusive space where people can reconnect with the playful spirit of childhood while staying active. We’re excited to bring movement into the heart of the Meeting Place and to help shape a healthier, more connected community.”

This partnership follows research* from Italie Deux Meeting Place, which shows that a third of French people only exercise for 30 minutes a week, with 65% wanting to exercise more than this, due to reasons including self-esteem and having more energy. Furthermore, currently 34% of Parisians associate exercise with effort, yet 19% say they would be encouraged to try a new way of keeping fit, if it felt like a game, and 26% if it was fun.

Steve Williams, CEO & founder of Pillow Fighting Championship, the world’s first pillow fighting league, said, “We all know how important exercise is, but sometimes, it just doesn’t feel fun.

Enter: Pillow Fighting. Yes, pillow fighting.

This sport combines all the camaraderie of the nostalgic play with the mental and physical health benefits of high-intensity exercise. We are looking forward to bringing our ‘joie de vivre’ to Paris and urge visitors to pick up a ‘Lullaby Lunge’ or a ‘Fluffercut’ alongside their shopping.”

It's a thing and it's real. Check it out at www.fightpfc.com | @FightPFC. PFC has launched leagues in Brazil, Ghana, Nigeria, India, Malaysia, Poland, and now France.

* The research was conducted by Censuswide, among a sample of 2,000 Respondents from France (Nat Rep 16+). The data was collected between 17.04.2025 – 24.04.2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.