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.

Eight-year-old Bella Brown emerged as a star of the Millrose Games in New York on Sunday, clinching victory in the U8 (under-8) 55m dash with a dazzling time of 8.66 seconds. (See video below). In a remarkable display of talent and passion, Bella's inspiration stems from none other than the iconic Jamaican sprinter, Shelly-Ann Fraser-Pryce.

The influence of Shelly-Ann Fraser-Pryce on Bella's journey is profound.  "She probably saw Shelly Anne run when she was about four years old. She was very excited,” said Bella’s mother Sandra Harris, beaming with pride.

“We watch clips all the time. She watched them run. All the time she looks at their form. She looks at how they relax when they're running even though they're running hard. So yeah, she watches Shelly-Ann Fraser (Pryce) all the time and Veronica (Campbell-Brown) too."

The young prodigy's electrifying win at the Millrose Games showcased her raw talent and dedication, echoing the footsteps of her Jamaican idols. Sandra shared insights into her daughter's excitement and commitment after the triumphant race:

"Bella was excited. She trained very hard for this race, especially her starts. She came in very confident. She said she's gonna win, and all she wanted to do was execute her race properly. So when she did what she sought out to do, she was excited when she finished running."

Bella's affinity for track and field is deeply rooted in her family's athletic legacy. Sandra, whose family is from Westmoreland in Jamaica, is a former 100m and 200m sprinter, and Clarendon-born Barrington Brown, Bella's father, with a background in running and jumping, have passed down their love for the sport. "Bella Brown is from a track family. I ran. I was a 55/200m runner. 11 seconds in the 100m, 23 in the 200m. Her dad was also a runner and a jumper, so I would say it's in her blood," Sandra remarked.

However, Bella's dreams reach beyond mere victories on the track; she aspires to become an Olympian. Sandra expressed, "Bella wants to be an Olympian, yes. I don't know how far she wants to take it if she wants to be the fastest woman in the world one day, but she definitely wants to go to the Olympics."

As for Bella's potential representation on the global stage, Sandra said she is leaving the decision to her daughter: "If she continues on her path that she's currently on, I don't know who she will represent. Not sure she'll represent the USA or Jamaica, but we'll always leave that up to her. We want her to represent Jamaica; that's where we're from."

Keithi Cunningham considers himself a lucky man after he unexpectedly got to meet Shelly-Ann Fraser-Pryce, arguably the greatest female sprinter in history.