Jamaican sprint legend Shelly-Ann Fraser-Pryce kicked off her highly anticipated AFIMI Hair Care campaign in New York on Thursday with a vibrant launch event at VP Records and an appearance on Good Day New York on Fox 5. The event marked the official introduction of Fraser-Pryce’s hair care brand to the international market, reinforcing her passion for hair care and personal expression.

"New York, you’ve been amazing! Thank you for all of the love and support 🙏," Fraser-Pryce shared after the launch. "Special big up to VP Records, the perfect place to kickstart the launch of AFIMI and to get to meet some of my biggest supporters. Tonight is just the beginning!"

Fraser-Pryce signing autographs at VP Records in New York on Thursday.

The AFIMI Hair Care line, deeply rooted in Fraser-Pryce’s Jamaican heritage, is designed for all hair types and is formulated with natural botanicals sourced from the Caribbean. The name "AFIMI" reflects Jamaican culture, symbolizing individuality, confidence, and resilience—qualities Fraser-Pryce has embodied throughout her illustrious career.

“AFIMI is deeply personal. It represents my roots, my identity, and the resilience that defines me,” she explained. “I am proud to share this piece of Jamaica with the world, helping others feel confident and connected to their own beauty story.”

The two-time Olympic champion at Fox 5 Studios where she introduced her AFIMI Hair Care line to an international audience.

The launch festivities continue on February 1-2 with a series of special events, including the Genesis Lab, Kingston Café presented by Grace, a Fireside Chat, the Champion Gallery presented by Nike, and the AFIMI Salon. These experiences will celebrate Fraser-Pryce’s evolution as an athlete, mother, and entrepreneur while allowing fans to engage with her journey firsthand.

At 38, Fraser-Pryce remains an inspiration not just for her dominance on the track but for her entrepreneurial vision. The launch of AFIMI represents her commitment to empowering individuals through self-care, authenticity, and cultural pride.

As she prepares for life beyond sprinting, Fraser-Pryce continues to build a legacy that transcends sport. The AFIMI brand is yet another testament to her drive, excellence, and dedication to uplifting others. Fans and supporters are invited to join her in celebrating this new chapter, which blends the essence of Jamaica with the enduring spirit of a champion.