Shelly-Ann Fraser-Pryce launches hair care line, AFIMI, ahead of final Olympic Games
In what is hoped will be a memorable year for Jamaican track and field star Shelly-Ann Fraser-Pryce, the legendary sprinter has announced the launch of her new hair care line, AFIMI. The announcement comes as Fraser-Pryce prepares to compete in her final Olympic Games, aiming to make history by winning a record-extending fifth Olympic 100m medal in Paris.
Fraser-Pryce, 37, has faced injury challenges over the past few years and has only had four races this season, three of which were at the Jamaican national championships in late June. Despite her limited time on the track, her entrepreneurial spirit continues to thrive. The three-time Olympic gold medalist shared the news of her latest venture on Instagram, posting a video that features her running on a track, enjoying the beach, and proudly standing beside her products, all while wearing various hairstyles that showcase the versatility of her yet-to-be-released hair care line.
In her Instagram post, Fraser-Pryce, adorned in Jamaican colors, is seen wearing braids, lace front wigs, and other styles, emphasizing the multi-use nature of AFIMI products. The caption reads, “Hair is your most powerful form of self-expression and has been an exciting way to reinvent myself every time I step on the track. From the main stage to the finish line, my hair has helped me set the tone for many fearless victories. That’s why it’s so important that it gets the care it needs. I’ve designed these products with you in mind to keep your hair feeling and performing its best no matter what comes your way. This line is a vibrant tribute to Jamaica, inspired by its lush resources and welcoming essence — each ingredient naturally sourced from the earth to enhance your natural beauty. AFIMI, It’s for you, no matter who you are.”
Fraser-Pryce is no stranger to making bold statements with her hair. Whether at the World Athletics Championships or the Olympic Games, she has consistently used her hair to express her vibrant personality and Jamaican pride. At the 2019 World Championships in Doha, Qatar, she won her fourth world championship gold medal in the 100 meters with a stunning rainbow-dyed hairstyle. In 2022, she claimed her record fifth world 100m title in Eugene, Oregon, while sporting a beautiful blonde look with green and yellow highlights.
At the 2023 World Athletics Championships, she left fans speechless with a striking orange wig featuring elements of hot pink during her first 100m heat. Similarly, at the 2020 Tokyo Olympic Games, she wore a yellow-to-orange ombre wig while taking home the silver medal in the women’s 100m race.
Fraser-Pryce's love for hair dates back to 2013 when she launched Chic Hair Ja, a store that retailed virgin human hair and hair care products in Kingston. The store enjoyed a successful run until 2017. That same year, she revamped and rebranded her hair care line to Lady Shelly, adding natural products to the lineup. Lady Shelly featured products made in Jamaica with natural ingredients, catering to all hair textures and positioning itself as a multicultural hair care line.
As Fraser-Pryce prepares for her final Olympic Games, fans are eagerly anticipating not only her performance on the track but also the stylish hair looks she will undoubtedly bring to Paris. With AFIMI, she continues to inspire and empower, showing that her influence extends far beyond the world of athletics.
Related items
-
T&T’s Richards receives additional financial support from Ministry of Sport and Community Development
Olympic 400m finalist Jereem Richards on Wednesday has been rewarded with additional financial support from Trinidad & Tobago’s Ministry of Sport and Community Development.
The 30-year-old, who finished fourth in the 400m final in Paris in a national record 43.78, collected a cheque for $187,500 from acting permanent secretary in the Ministry of Sport and Community Development, David Roberts, at its head office in Port of Spain.
“Jereem’s performance at the recent Paris 2024 Olympics games and his subsequent bronze medal at the Diamond League, showed true grit and a determination to succeed,” T&T’s Minister of Sport, Shamfa Cudjoe-Lewis, told Trinidad Express.
“We at the Ministry are committed to ensuring that athletes are given all that they need to reach their highest levels of performance,” she added.
The funding was awarded under the Elite Athlete Assistance Programme (EAAP) designed to help athletes like Richards to cover costs including training, international competition and travel fees as well as other essential expenses.
A Ministry release on September 11 stated that, “similar to other athletes, the Ministry has continuously supported Richards’ athletic development which allowed him to successfully compete on the international stage. In 2019, Jereem Richards was awarded $125,000 and $187,500 in 2021. In 2022, he received $250,000 and in 2023 he was awarded a further $250,000.”
Richards is also a World Indoor 400m champion from 2022, a two-time Commonwealth Games 200m champion from 2018 and 2022 and a World Championship 200m bronze medallist from 2017.
-
No Limits: Dynamic defender Wilson targets more success with Thunderbirds; ready to lead Sunshine Girls in England series
Jamaica’s netball star Latanya Wilson is riding high on the wave of success, both personally and professionally.
After two stellar seasons with the Adelaide Thunderbirds in Australia's Suncorp Super Netball (SSN) League, Wilson is poised for even greater accomplishments, with two more years to go on her three-year contract, which concludes in 2026.
Wilson’s journey since joining the Thunderbirds in 2021 has so far been nothing short of remarkable, and she remains laser-focused on her goals—both for her club and country.
“My time with Adelaide has been a dream. When I first joined the Thunderbirds, I knew it was going to be a challenge, but the team has embraced me, and together we’ve achieved so much in a short space of time. We’ve been able to build a winning culture, and I’ve grown a lot as a player and as a person,” Wilson told SportsMax.Tv as she reflected.
“Winning two titles in the best league in the world is a massive achievement in my career, and I'm immensely proud of my team and myself for our hard work and dedication. But there’s still more to accomplish, more titles to chase, and more growth to be had,” she added, while flashing her infectious smile.
The dynamic defender’s powerful performances have earned her a reputation as one of the league’s premier players, and her contributions, in tandem with Sunshine Girls teammate Shamera Sterling-Humphrey, have helped the Thunderbirds emerge as perennial title contenders.
Speed, confidence, and good timing are key to Wilson's defensive prowess, and that, coupled with her ability to read the game, disrupt opponents, and rally her team during critical moments, has made her a fan favorite.
The 23-year-old tallied 46 intercepts, 89 deflections, 19 general turnovers, and 11 rebounds last season, and that has left her excited about what the next two years will bring with the Thunderbirds.
“While there's always pressure to perform, our focus is on continuous improvement as a team. If we achieve that, defending the title will come naturally for us, so I’m excited for what’s to come, and I know that with the talent and determination we have in this team, we can achieve even greater things,” Wilson declared.
While club success remains at the forefront of her mind, Wilson is also gearing up for an exciting chapter in her international career, as Jamaica’s Sunshine Girls are set to engage England in a four-match series against England, and her expectations are high.
With both teams tied on 187 rating points, a series win for the fourth-ranked Sunshine Girls would see them leap above their third-ranked opponents.
The series will see the Jamaicans travelling to England for the first two matches, scheduled for November 16 and 17, while the return games will take place at the National Indoor Sports Centre in Jamaica on November 25 and 26.
“The series against England is a big one for us. England is a tough opponent, but we’ve been working hard, and we’re ready for the challenge. Every game is an opportunity to get better, and we’re focused on building on our performances from the Netball World Cup to continue representing Jamaica at the highest level,” she shared.
Though the task of balancing university and a professional career can be an arduous journey, the soft-spoken Wilson is committed to pushing the barriers to achieve what she set out to.
“I stay motivated by the desire to provide for my family and my love for the game. Physically, I'm constantly pushing myself to improve through training and being accountable, and I approach each game with respect and determination,” Wilson reasoned.