As she prepares for life after retirement, Shelly-Fraser-Pryce plans to continue expanding her new venture to different parts of the world.
Jamaican sprint queen Shelly-Ann Fraser-Pryce is currently building her other brand aside from her first love, track and field.
The 10-time world champion launched her hair care line, AFIMI: The Essence of Jamaica, in New York City in February 2025 and she has just warned that that was just the beginning.
Shelly-Ann Fraser-Pryce revealed that she wants to build a legacy beyond the track and her main focus will be on her hair care line.
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The three-time Olympic champion explained that the main focus will be on supporting women and being an example that anything is possible.
Shelly-Ann Fraser-Pryce explained that her journey with hair goes way back when she started her career as a sprinter and explained that it has always been a form of expressing herself.
She has always been known to have glamorous wigs when competing, something that comes as a confidence booster, anchoring her to victory in most of her races.
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“Hair has been my way of showing up in the world. From the starting block to the finish line, I’ve always used it as a form of self-expression. Now, I want others to feel that same joy and confidence every time they do their hair,” Shelly-Ann Fraser-Pryce said in an interview with Essence.
“This is just the beginning. AFIMI is not just a brand — it is a movement. I want it to have a lasting impact, supporting young women, entrepreneurs and athletes in their own journeys of self-discovery and empowerment.”
Shelly-Ann Fraser-Pryce added that the main inspiration behind her decision to launch a hair care brand was to embrace her roots.
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She revealed that as a child, beauty campaigns were meant for people who looked a certain way but she wants to change the narrative.
“AFIMI is about confidence, ownership and embracing your roots. I want every woman to feel seen, valued and catered to — whether your hair is curly, coily, or straight, you deserve products designed with you in mind,” she added.
The 38-year-old expressed her confidence in the products, noting that her mother and grandmother used them on her when she was young.
“I wanted AFIMI to represent my culture in a real way — not just as a marketing tool but as a product rooted in traditions that have stood the test of time,” she added.
Through launching the brand, Shelly-Ann Fraser-Pryce is seemingly preparing for life after retirement since she made it clear that the Paris 2024 Olympics were her final Games.
