Jamaican sprint legend Shelly-Ann Fraser-Pryce is taking a major step in her journey beyond the track, with the launch of her haircare line 'Afimi'

Shelly-Ann Fraser-Pryce is ready for her next chapter
Sprint queen Shelly-Ann Fraser-Pryce is taking bold strides beyond the track. The 5-time Olympic medalist and 9-time World Champion is set to officially launch her new hair care venture, Afimi.
Fraser-Pryce will unveil Afimi during an exclusive weekend event at Shopify in SoHo, New York, from February 1st to February 2nd.
"2025 is all about getting our hair back on track, and AFIMI—meaning 'It’s Mine' in Jamaican Patois—is a love letter to beauty, strength, and heritage," Fraser-Pryce expressed in her official statement.
The legendary sprinter further shared, “AFIMI is deeply personal. It represents my roots, my identity, and the resilience that defines me. I’m proud to share this piece of Jamaica with the world, helping others feel confident and connected to their own beauty story.”
The "Pocket Rocket" has dedicated the exclusive weekend to her fans, friends, and partners who have supported her throughout her journey. Nike is expected to back the event, while celebrity powerhouses such as Serena Williams and her husband, businessman Alexis Ohanian, are speculated to show their support. Ohanian recently fueled speculation by commenting "Let’s go" on Fraser-Pryce's Instagram post.
The 38-year-old icon plans to host additional launch events across the U.S. before a grand opening in Jamaica later this year.
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