Kuala Lumpur, Malaysia – Halal personal care brand Safi, alongside MBCS, has launched an event showcasing Safi’s commitment to an active lifestyle for young Hijabi women. The event, called the ‘Safi 72-Hour Sweat Challenge’, presents the longest non-stop pickleball marathon in Malaysia, which broke the Malaysia Book of Records as ‘Malaysia’s longest non-stop pickleball marathon for 72 hours’.
Riding on the immense popularity of pickleball, the initiative underscores Safi’s commitment to inspire hijabis to embrace an active lifestyle with confidence. The marathon challenge invites women to enjoy the exhilarating world of pickleball while sampling Safi’s wide range of products to feel fresh, and unstoppable.
The one-of-a-kind event took place at Pickle Nation, Glenmarie, non-stop for 72 hours, from 4 to 7 July. The event activation featured Safi’s revolutionary range of products, Safi Hijabista Deodorant, and Safi Shayla Shampoo and Hair Parfum Mist all designed to meet the unique needs of hijabis. With Safi Shayla offering 72-hour Parfum Bloom and hijab hair freshness, and Safi Hijabista Deo offering 72-hour anti-odour and sweat control, the range ensures lasting comfort throughout the active lifestyles of hijabis, especially in the hot and humid weather of Malaysia.
Jennifer Wee, creative director at MBCS said, “This isn’t just about pickleball, it’s about redefining how we approach fitness and self-expression. Safi is committed to celebrating the energy and confidence of an active lifestyle without compromising cultural values. A challenge like this is a bold statement, rooted in inclusivity and innovation, and we’re inviting participants to experience product trials in real-time, assured that Safi has got your back.”
Meanwhile, Kazlina Mohd Kassim, brand & insights specialist at Safi, commented, “Safi is here to tap into all your cultural moments; your partner to unlock your true potential. By empowering you with everything you need to thrive, we strive to inspire young hijabi women to embrace fitness, pursue their passions, and enjoy life unapologetically. With every clap, cheer, and victory on the pickleball court, we’re breaking barriers and building confidence for young hijabi women everywhere. We’re excited to have pushed boundaries for this epic 72-hour marathon.”
The Safi 72 Hour Sweat Challenge kicked off with a ceremonial paddle skill showcase, a dance performance, upbeat music, and exciting pickleball matches. A total of 460 participants joined the event over the course of 72-hour duration, including celebrity Safi Brand ambassador Qasrina Karim who shared her experience using SAFI Hijabista Deo while taking on the challenge with fans and friends. The energy was electric as the community united for an unparalleled celebration of confidence and freshness.
The event also marked the start of the Safi Hijabista Tepuk Konfiden Dance Challenge — a dance trend that challenges participants to raise their arms and perform the signature double arm clap, celebrating underarm freshness with pride.
