Super Retail Group business BCF has announced a new multi-year partnership with Nick 'Honey Badger' Cummins, to star in a series of short-form, unscripted videos.
The videos will be produced by BCF and will follow Cummins around as he explores Western Australia's Kimberley region alonside his best friend Blair Frendin, and local indigenous guide, Alfie Wapau.
Throughout the series Cummins will use and wear BCF product as well as his own Rogue Gentlemen's Club apparel.
BCF GM of marketing Ben McConnell said that Cummins was a great fit for the BCF brand.
"Nick has been a great mate of BCF for many years now.
"His love for the outdoors and genuine Aussie persona makes him a great fit for our audience and brand.
"We couldn’t be more excited for this new series and look forward to showcasing the beauty of Australia mixed in with the antics of the Honey Badger, Blair and Alfie," he said.
The partnership was procured by Cummins' manager and CEO of Lampoon Group, Josh White who echoed McConnell's comments.
"Nick has always had a strong passion for boating, camping and fishing.
"There is a tremendous synergy between Nick’s positioning and BCF and we are really pleased to have been able to bring this authentic partnership to life."
The series will premiere across BCF’s YouTube, Facebook and website from October.