Shelly-Ann Fraser-Pryce is one of the biggest pioneers of women’s track and field. But she is much more than the 8 Olympic medals and multiple World Championships she laid claim to in her career. No, she is the one who broke so many stereotypes in women’s sports. She brought with a fresh vigor full of strength and charisma. With a personality as bright as her colored locks, she took the limelight in a flash. But her impact goes far beyond the track. This year as well, the Jamaican continued her old tradition.

What tradition, you ask? Well, she has made it a tradition of sorts to give back to the community. And with her Pocket Rocket Foundation, this year too, she arranged for Christmas treats for the ones in need. This is something she has been on Boxing Day for years now. On December 26, 2024, over 100 children, along with their parents, were a part of the treat in Waterhouse, Kingston.

Interestingly, Waterhouse is the same place from where it all started for the track and field icon. Thus, having gained so much from the community, Fraser-Pryce now holds ‘The Waterhouse Christmas Treat’ every year as her token of love for her hometown. Now, parallel to her philanthropic endeavor, the free-spirited athlete also wants to soar higher in her career. Spreading her wings into the business scheme of things, Fraser-Pryce has big news to reveal. 

According to a report from SportsMax dated January 27, 2025, Shelly-Ann Fraser-Pryce is all set to drop her latest hair care line. Scheduled to launch in New York on February 1-2, 2025, AFIMI: The Essence of Jamaica is a major stepping stone for the Olympic gold medalist. With her athletic career on the verge of retirement, the latest venture would surely keep Fraser-Pryce’s unique charisma flying high. Inspired by her Jamaican roots, AFIMI is a unique set of products. 

It has an extensive range of hair care products for several hair types. However, its USP lies in the fact that the products are devoid of any chemicals. They are prepared from all-natural botanicals which are sourced from Jamaica. Reflecting on her latest venture, Fraser-Pryce said, “AFIMI is deeply personal. It represents my roots, my identity, and the resilience that defines me… I am proud to share this piece of Jamaica with the world, helping others feel confident and connected to their own beauty story.”

During the launch event, there will be several fun events. It includes a Fireside Chat, Genesis Lab, Nike’s Champion Gallery, and the AFIMI Salon. Surely, this initiative would be a great way to establish the Jamaican’s legacy further. However, the success of her business will also mean that Shelly Ann-Fraser-Pryce will have more flexibility for her Pocket Rocket Foundation. The Jamaican also made a heartfelt promise last year in November. 

Shelly-Ann Fraser-Pryce looks to empower the youth

Shelly Ann-Fraser-Pryce started the Pocket Rocket Foundation back in 2013. And it did not just aim to provide occasional aid. In fact, through her foundation, the Jamaican star wanted to eliminate all the barriers that she faced while trying to reach the summit of track and field. Thus, her foundation looks to provide comprehensive support to young athletes who come from challenging backgrounds. 

And by support, we mean scholarships that take care of school fees, education expenses, and even meals. And to become eligible for the scholarship, the young ones just need to be a tad bit impressive in terms of sports. Back in November 2024, the Olympic gold medalist took to her Instagram to make a heartfelt promise. 

Uploading a picture with the smiling faces of her foundation, Fraser-Pryce wrote, “I promise to be and become extraordinary… Because a promise to myself is a promise for the future.” With so much zeal and motivation, it is pretty to guess that Shelley-Ann will be successful in her endeavor. And the best thing about it is that it is about elevating others.

From helping the impoverished to making sure the youth has opportunities, Shelly is making sure that the fame she received from the public makes their way back to them. And she has not left a single opportunity to not do so. And while the speedster might be retired now, the fans are still seeing the blazes of color that made them fall in love with the star.