Shelly-Ann Fraser-Pryce, a three-time Olympic gold medalist and six-time world champion, is preparing to introduce her new hair care line, AFIMI: The Essence of Jamaica, at a launch event in New York at Shopify Store on February 1-2, 2025.
As the celebrated Jamaican sprinter moves towards life beyond athletics, she is applying her winning mentality to the business realm, positioning herself as an innovative entrepreneur in the beauty sector.
“AFIMI is deeply personal. It represents my roots, my identity, and the resilience that defines me,” Fraser-Pryce shared. “I am proud to share this piece of Jamaica with the world, helping others feel confident and connected to their own beauty story.”
Shelly-Ann Fraser-Pryce is well-acquainted with overcoming obstacles. As a five-time Olympic medalist and nine-time World Champion, she has established her legacy as one of the most acclaimed and honored female athletes in history. Nicknamed the "Pocket Rocket," Shelly-Ann's formidable influence extends beyond the track, inspiring millions worldwide with her strength, elegance, and determination.
Now, Shelly-Ann brings her winning attitude to a new field by stepping into the beauty industry as an innovative entrepreneur. With AFIMI, she combines her personal love for hair care with her goal to empower others, once again demonstrating her formidable presence not only in sports but also in business. The AFIMI hair care line celebrates Fraser-Pryce’s Jamaican roots, offering products designed for various hair types using completely natural botanicals from the Caribbean. The name "AFIMI," inspired by Jamaican culture, represents individuality, confidence, and resilience—qualities that Fraser-Pryce embodies both on and off the track.
for Saturday and Sunday, feb. 1-2, 2025
Shelly-Ann Fraser-Pryce to Launch
AFIMI Hair CarE in soho, NYC
Shopify Store | Soho, Nyc
131 Greene St
New York, NY 10012
