Personal Care Brand SAFI Holds 72-Hour Pickleball Marathon, Malaysia Book of Records Beckons
It’s your move, HITZ, MIX, LITE, and CelcomDigi, as your record for longest pickleball marathon in Malaysia might soon be history.
Malaysia’s No.1 halal personal care brand SAFI has successfully concluded a groundbreaking 72-hour non-stop pickleball marathon at Pickle Nation, Glenmarie. The marathon took place from 4 to 7 July 2025.
The “SAFI 72-Hour Sweat Challenge” represents Malaysia’s longest continuous pickleball marathon, with organisers targeting an entry into the Malaysia Book of Records. The initiative capitalises on pickleball’s growing popularity while showcasing SAFI’s commitment to empowering young hijabi women to embrace active lifestyles with confidence.
The current record is held by the pickleball marathon “Feel the Rush with CelcomDigi: Dink & Set the 26-Hour Pickleball Record,” which saw pickleball players playing for 26 consecutive hours on 30 September at Dink2 @ Sunway Serene X-Park. HITZ, MIX, LITE, and CelcomDigi organised that then record-breaking event.
Revolutionary Product Showcase
Perhaps unsurprisingly, the marathon featured SAFI’s innovative product range specifically designed for hijabi women, including:
- SAFI Hijabista Deodorant – offering 72-hour anti-odor and sweat control
- SAFI Shayla Shampoo and Hair Parfum Mist – Providing 72-hour parfum bloom and hijab hair freshness
These products address the unique needs of hijabi women maintaining active lifestyles in Malaysia’s hot and humid climate.
Record-Breaking Participation
The event attracted 460 participants over the 72-hour duration, including celebrity SAFI brand ambassador Qasrina Karim. The marathon kicked off with ceremonial paddle skill showcases, dance performances, upbeat music, and exciting pickleball matches, creating an electric atmosphere throughout the venue.
Kazlina Mohd Kassim, SAFI Brand & Insights Specialist, said of the marathon: “We strive to inspire young hijabi women to embrace fitness, pursue their passions, and enjoy life unapologetically. With every victory on the pickleball court, we’re breaking barriers and building confidence for young hijabi women everywhere.”
Digital Engagement Initiative
The event also launched the “SAFI Hijabista Tepuk Konfiden Dance Challenge”—a social media trend encouraging participants to perform signature double arm claps, celebrating underarm freshness with pride. Creative entries compete for prizes through SAFI’s TikTok platform.
SAFI continues to lead Malaysia’s halal personal care market, focusing on products that empower women to maintain confidence and freshness in their daily lives.
The marathon represents a bold statement in inclusivity and innovation, demonstrating how brands can authentically connect with specific communities while celebrating cultural values and active lifestyles.
