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Jamaican sprint legend Shelly-Ann Fraser-Pryce launched her hair care brand with rollout of her historic winning hairstyles.

Five-time world 100m champion Shelly-Ann Fraser-Pryce finally launched her new hair care brand in New York, which features a rollout of her historic winning hairstyles.

The brand called AFIMI, meaning “It’s Mine” in Jamaican Patois – is a love letter to beauty, strength, and heritage, which was crafted to redefine hair care using premium natural ingredients to nourish and care for all hair types.

“My love affair with hair began at a very young age. So as an athlete, I traveled all over the world and I understood the importance of taking care of my hair, as well as rocking different hairstyles, and really just owning my individuality when it comes to my hair,” said Fraser-Pryce in her promo video for the hair launch.

The Jamaican sprint queen is arguably the greatest female track athlete in history, and while she stands out for her speed prowess during championships, she’s also well known for her different colourful hairstyles, whether in wigs or braids that are always joyful to watch.

Speaking on what led her to start AFIMI, Fraser-Pryce revealed it was a bumpy journey but her passion of serving others through changing their hair game, led her to keep going.

“Going into business, it was exciting but it was also difficult. This took me two years to actually get together and a lot of times I thought I was going to quit and try something else but this was definitely a passion of mine and I wanted to make sure that while it was serving me, I wanted it to serve others,” said the 38-year-old.

“AFIMI is all natural, we believe in simple, honest, effective ingredients that does the job immediately,” she concluded.

Fraser-Pryce is one of the most enduring track athletes in history with her career spanning over a decade and a half, from the late 2000s to the 2020s. In her signature event – the 100m, she is a two-time Olympic gold medallist and a five-time world champion. Consequently, in the 200m, she won gold and silver at the World Championships, as well as an Olympic silver medal.

Reigning world champion Sha’Carri Richardson debuted in a new hairstyle for the season.

Her success on the track, including her consistency at major championships, helped usher in the golden age of Jamaican sprinting.

She’ll be gunning to make the Jamaican World Championships team to Tokyo this summer, which may likely be her final appearance she hangs her spikes.