Slicked with fast-paced adrenalin as well as high stakes at every turn, the world of global motorsports is one that takes no hostages. And Malaysian homegrown men’s grooming brand, BAD LAB, is now looking to give the country’s future motorsport hopefuls a seat at the table by linking up with Boon Siew Honda Racing Team with the launch of their latest ‘MAN-GINEERED FOR POWER’ campaign.
BAD LAB links up with BOON SIEW HONDA RACING
Debuting as part of their initiative to support local talents and contribute to the birth of a new generation of professional Malaysian riders to compete on the global stage, BAD LAB’s latest launchpad project stays true to their principles of creating products for unconventional men who are both unapologetically brave and daring. And the effort is only made all the more fitting in their strategic partnership with the racing division of the nation’s largest distributor and manufacturer of Honda motorcycles.
The announcement was made after months of discussion between parties to determine the objectives of the campaign and sponsorship, exploring possibilities both creatively and commercially.
“The decision to partner with BOON SIEW HONDA RACING TEAM is not only a strategic one, but aligns perfectly well with BAD LAB’s mission to empower the youth to be brave and daring in the pursuit of their dreams no matter what field they are involved in.” said BAD LAB Commercial Director Lum Chong Heng.
Describing it as one of the most pivotal moments in their corporate history, Lum adds that the campaign will further add to their strategy of supporting and developing a new era of local motorsport heroes by empowering them with a platform to not only showcase their skills, but to further hone them under the tutelage of some of the country’s best.
Putting local talents on the global racing grid
As part of the campaign’s launch, BAD LAB has also introduced four riders who will be taking the helm at the BAD LAB KC HONDA RACING TEAM. They include:
- Muhammad Irfan Haykhal Bin Amidi, 16, Negeri Sembilan Darul Khusus
- Muhamad Shahzul Naim Bin Razali, 25, Selangor Darul Ehsan
- Adib Hareez Bin Hazwat, 17, Johor Darul Takzim; and
- Muhammad Farish Iqmal Bin Khayrul Elyas, 17, Johor Darul Takzim
The partnership was also welcomed by BOON SIEW HONDA RACING TEAM’s manager, Zulhelmi Ahmad, who spoke highly of the grooming brand’s often idiosyncratic campaign activations.
“We are delighted to have BAD LAB on board as a partner to form this year’s BAD LAB KC HONDA RACING TEAM.
Known for its daring marketing initiatives that often tap into current youth trends and/or sub-culture and in the process championing the goals of their audience, BAD LAB in more ways than one, illustrates our core slogan – ‘SEMANGAT IMPIAN [Power of Dreams]’,” he said.
The riders of BAD LAB KC HONDA RACING TEAM raced for their team for the first time on February 25th, 2023 during the first round of the 30th edition of Petronas Malaysian Cub Prix (2023), held at the Sepang International Circuit race track to great feedback.
To keep pace with the latest updates on the initiative, follow BAD LAB (@badlabco) and BOON SIEW HONDA RACING TEAM (@boonsiewhondaracingteam) on Instagram.
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