Halal personal care brand Safi, in collaboration with MBCS, launched the ‘Safi 72-Hour Sweat Challenge’ in Malaysia, setting a new national record for the longest non-stop pickleball marathon. The event, held at Pickle Nation in Glenmarie from July 4 to 7, aimed to inspire young Hijabi women to embrace an active lifestyle confidently. Featuring Safi’s specialized products like Safi Hijabista Deodorant and Safi Shayla Shampoo, designed for 72-hour freshness and sweat control, the challenge highlighted the brand’s commitment to supporting hijabis in staying fresh and comfortable during physical activity, especially in Malaysia’s hot and humid climate.
With 460 participants, including celebrity ambassador Qasrina Karim, the event combined energetic pickleball matches, dance performances, and product trials, fostering a vibrant community spirit. It also launched the Safi Hijabista Tepuk Konfiden Dance Challenge, encouraging participants to celebrate underarm freshness through a signature double arm clap dance. Safi’s leadership emphasized the event’s role in redefining fitness and self-expression for hijabis, promoting inclusivity, confidence, and cultural values while encouraging young women to pursue their passions actively and unapologetically.
