What happens when a track legend steps off the track? For Shelly-Ann Fraser-Pryce, the answer is loud and clear. She is channeling her energy and passion into the beauty industry. The three-time Olympic gold medalist and six-time world champion is known as much for her iconic bright hairstyles as her ferocious speed. The Jamaican is coming up with something new this year as well!

Shelly-Ann-Fraser-Pryce is going to launch a brand-new hair care line, AFIMI: The Essence of Jamaica. With the launch scheduled for February 1-2, 2025, in New York, her fans and beauty enthusiasts eagerly await this exciting venture. As Shelly mentioned, “AFIMI isn’t just another hair care brand; it’s a celebration of Fraser-Pryce’s roots and values”. The range stands out for its commitment to natural beauty, and the products are designed for all hair types. Made with botanicals sourced from Jamaica, these chemical-free products reflect Shelly’s pride in her heritage and her mission to promote self-love and confidence. It’s no surprise that the brand already has people buzzing.

@vprerecords broke the big news on their Instagram page. It was confirmed that, on January 30th, Shelly will participate in a live broadcast with Irie Jam Radio to discuss her brand and its launch. The launch event promises to be a vibrant affair, featuring activities such as a Fireside Chat, the Genesis Lab, Nike’s Champion Gallery, and the AFIMI Salon. Fraser-Pryce’s personality and passion are sure to shine throughout the event, making it more than just a product showcase. It will be a celebration of her journey, her culture, and the values that continue to inspire her.

As Shelly talks about her brand, she said “AFIMI’s message goes beyond hair care. It’s about embracing natural beauty, celebrating individuality, and staying true to one’s roots.” For Fraser-Pryce, it’s another way of inspiring and empowering.”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,” While we are surely looking forward to AFIMI, it is far from being the Jamaican sprinter’s maiden entrepreneurial experience.

Shelly started her entrepreneurial journey in 2013, She ventured into the business world by launching her hair salon, Chic Hair Ja, in Kingston, Jamaica. ‘The store’s decor represents being stylish and also simple. You don’t need a lot to enhance the beauty of anything. It mirrors a slick and classy look that most women go for in everyday lifestyle. The style was inspired by ‘my simple yet make and impression’ look.”. Known for her vibrant hairstyles on the track, this move felt like a natural extension of her personality and passion. With her new brand AFIMI: The Essence of Jamaica, Fraser-Pryce is taking her entrepreneurial journey to the next level.

Fraser-Pryce’s mission beyond athletics and her associations

Over the years, Fraser-Pryce has partnered with some of the biggest names in the corporate world. She has long been associated with Digicel, a leading telecommunications company, and GraceKennedy one of Jamaica’s largest food and beverage brands. Shelly’s partnerships highlight her continued connection to Jamaican roots and the 38-year-old’s impressive ascension to the international stage. Just when you thought she was done, she shook the world yet again with another enviable association.

In 2010, UNICEF appointed her as the first National Goodwill Ambassador for Jamaica. While accepting the appointment, she said, “Through my work with UNICEF, I want to help Jamaican children realize their dreams. I want to help them understand that they have rights and that those rights should be protected. I want them to believe that nothing is impossible.“In this role, she worked to uplift children and advocate for their rights, using her platform to inspire positive change. Even after all this, there was more to come for this champion!

In 2023, Fraser-Pryce added another feather to her cap by becoming a brand ambassador for Richard Mille, the luxury Swiss watchmaker. “It’s about pushing barriers! People have always told me what I could or couldn’t do, I wanted to be part of a brand that knows about timing and where age doesn’t limit your progress. At the end of the day, we have the same vision as it pertains to our legacy. What we want to achieve is timeless”, said the sprinter talking about the partnership. We have to agree! Moreover, what can be a better symbol of precision and excellence than a Richard Mille timepiece?

Be it being an outspoken advocate for children’s rights, spreading words of love for her culture, or meeting ambitious goals for her empire of businesses, she applies the same drive that made her an icon on the track. It’s no surprise she inspires millions all over the world. What do you think about Shelly-Ann’s new venture? Are you excited to try AFIMI, or are you hoping to see her compete one last time? Share your thoughts below!