Australia’s largest outdoor retailer BCF has announced its new multi-year partnership with ex-Wallaby and television personality, Nick ‘Honey Badger’ Cummins.
The deal will see Cummins star in a new short-form online unscripted content series produced by BCF.
The series will follow Cummins as he explores Western Australia’s Kimberley region alongside long-time best friend, Blair Frendin, and local indigenous guide, Alfie Wapau.
The group’s comradery, mateship and classic ‘Honey Badger’ humour will be on show as they embark on a variety of adventures in the Australian outback.
BCF GM of marketing Ben McConnell said: “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”.
The announcement adds to an exciting year for Cummins, following the launch of his Rogue Gentlemen’s Club (RGC), an idea born from the desire to help empower men to find their passion and purpose through off-the-grid outdoor adventures.
“I’m big on adventures, nature and going where I haven’t been before. Doing that takes preparation and BCF has always been my go-to when gearing up for my next trip. I’m stoked to be a part of the team and can’t wait to continue exploring our cracking country,” said Cummins.
The deal was procured by Cummins’ manager and CEO of Lampoon Group, Josh White.
“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”.
Cummins’ existing partner, Volkswagen Amarok, will also feature throughout the production.
The series will premiere across BCF’s YouTube, Facebook and website from October.