G-SHOCK picks Zizan Razak as first Malaysian ambassador

G-SHOCK has announced local entertainment powerhouse Zizan Razak as its first Malaysian brand ambassador, marking a milestone for the watchmaker as it continues to fuse fashion and function with local cultural relevance.

The appointment of Zizan, who hails from Dungun, Terengganu, represents the brand’s latest effort to connect with bold and expressive personalities under its “FAMS” platform, which stands for fashion, art, music, and sports. Known for his dynamic presence both on-screen and off, Zizan embodies the G-SHOCK values of resilience, confidence and authenticity, the brand said in a statement seen by A+M.

Don't miss: Why ASICS is choosing a dog as its brand ambassador

The campaign kicks off with Zizan championing the G-SHOCK 6900 series — a legendary model first launched in 1995, known for its distinctive front button and triple graph dial.

Nearly 30 years since its debut, the 6900 remains a design icon, combining rugged durability with fearless design. Zizan’s selection as the face of this collection reflects his bold personality and dynamic presence, which continues to resonate across generations of Malaysians.

Zizan’s campaign with G-SHOCK debuts under the banner “Toughness is multi-dimensional”, a nod to his career versatility and personal grit. From winning comedy competitions such as Raja Lawak and Super Spontan, to leading roles in box office hits such as Polis Evo and Abang Long Fadil, Zizan has long been a multi-hyphenate talent.

His latest foray into motorsports, including a stint at the 2024 PETRONAS Grand Prix of Malaysia, further reflects the never-give-up spirit G-SHOCK champions.

In a statement, the brand said that Zizan’s unique blend of humour, charm and fearlessness makes him a natural fit for G-SHOCK. His appointment is also set to drive the brand’s community-focused storytelling in Malaysia, with fresh local energy and engagement beyond traditional timekeeping.

As seen on Zizak's Instagram page, he is no stranger to Malaysian brands, having been tapped as an ambassador for telco company Yes, mobile brand Tecno Malaysia, and even made a social video for Counterpain. 

With this announcement, G-SHOCK joins a growing list of lifestyle and fashion brands tapping into Malaysia’s celebrity circuit to champion individuality, creativity and local identity. Zizan’s ambassadorship is expected to be the first of several initiatives that bring the brand closer to fans through culture, community, and collaboration.

In March, ECCO introduced music icon Yuna as the face of its latest “Icons that last” campaign in Malaysia and Singapore, for its Spring/Summer 2025 collection. The match highlighted Yuna, known for fearlessly charting her path to the international stage, as a modern icon.

Later in April, UNIQLO appointed local singer and actress Daiyan Trisha as its first ever brand advocate in Malaysia. She was selected to bring UNIQLO's LifeWear philosophy closer to Malaysians, making effortless fashion more relatable, versatile, and accessible.

Related articles:
From fame to fit: What brands need for the perfect ambassador
Malaysian star Yuna the new face of Ecco's ‘Icons that Last’ campaign
UNIQLO taps actor Daiyan Trisha as its first Malaysian brand advocate