Safi serves up Malaysia’s longest pickleball marathon to empower active hijabis

Safi has partnered with media-led creative agency MBCS to launch Malaysia’s longest non-stop pickleball marathon, as part of a campaign designed to champion active lifestyles among hijabi women.

Held over three days from 4 to 7 July at Pickle Nation in Glenmarie, the "Safi 72-hour sweat challenge" officially entered the Malaysia Book of Records as the country’s longest continuous pickleball marathon. More than 460 participants took part in the challenge, including Safi brand ambassador Qasrina Karim, who joined fans and fellow players on court.

The event was developed to promote Safi’s personal care range tailored for hijabis, including its "Hijabista" deodorant and "Shayla" shampoo and hair parfum mist. The products are designed to deliver up to 72 hours of freshness, matching the duration of the marathon and aligning with the campaign’s core message of confidence and endurance.

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The activation featured a ceremonial paddle showcase, dance performance, and product sampling on-site, with upbeat music and non-stop matches driving momentum over the course of the three days.

The campaign also marked the launch of the "Safi Hijabista tepuk konfiden dance challenge" ('Safi Hijabista claps for confidence dance challenge'), a TikTok trend inviting users to perform a signature double arm clap in celebration of underarm freshness. The challenge encourages hijabis to embrace movement and confidence, with prizes on offer for the most creative entries.

“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," said Kazlina Mohd Kassim, brand and insights specialist at Safi. 

She added, "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." 

In tandem, 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."

Safi isn’t the only Malaysian brand riding the pickleball wave. In June, Julie’s Biscuits rolled out a four-day activation at Sunway Pyramid under the campaign #WhereFlavourMeetsYourGame, blending bold flavours with sporting thrills. Shoppers sampled sweet chili cheese and sour cream & onion biscuits while playing pickleball on a court set up at the mall.

The campaign aimed to draw both snack lovers and sports enthusiasts, with its tagline serving as a rallying cry for flavour and play alike.

Meanwhile, in February, Chariot Agency announced sponsorships for two Malaysian pickleball teams, Infinity Sports Academy and Subang Jaya Pickleball Club, to boost the sport’s competitive development locally and globally. The sponsorships free teams from funding worries around tournament entries, equipment, and travel, while empowering brands to grow alongside the sport’s rising profile.

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