Jamaican sprint queen Shelly-Ann Fraser-Pryce is celebrating the successful launch of the marketing campaign for her new haircare line, AFIMI. The decorated track star, who has won ten world championship titles, is now preparing for life beyond athletics and has ventured into the beauty industry one of her greatest passions.
The campaign officially kicked off on January 31, aiming to expand the brand’s reach and establish a strong presence in the U.S. beauty market. With an ambition to make AFIMI a household name, Fraser-Pryce is introducing the haircare line to American consumers through a strategic campaign that highlights her brand’s core values of self-expression and confidence.
Expressing her excitement and gratitude, Fraser-Pryce took to social media to thank her supporters for their warm reception in New York. She shared her appreciation for the overwhelming support and enthusiasm surrounding the campaign’s launch, emphasizing that this was only the beginning of her journey in the beauty industry.
AFIMI was initially introduced in July 2024, coinciding with the start of the Paris Olympics. Since its debut, the haircare line has gained traction, drawing attention for its unique formulations inspired by Fraser-Pryce’s Jamaican heritage. Designed to celebrate natural beauty, AFIMI embodies the vibrant and dynamic essence that she has personified throughout her athletic career.
The ongoing marketing campaign is set to introduce AFIMI to a broader audience, beginning in New York on February 1. The launch event in the United States is just the first step in a larger strategy that includes a grand opening in Jamaica at a later, undisclosed date. By bringing her brand to the U.S. market, Fraser-Pryce aims to position AFIMI as a leading contender in the haircare industry, offering high-quality products that cater to diverse hair textures and needs.
As she transitions from the world of sprinting to entrepreneurship, Fraser-Pryce remains determined to make an impact beyond the track. She has always been known for her relentless drive, a quality that has propelled her to great heights in athletics. Now, she brings that same determination to the beauty industry, hoping to inspire individuals to embrace their natural beauty with confidence.
Inspired by her Jamaican roots, AFIMI reflects Fraser-Pryce’s belief in authenticity and self-empowerment. Throughout her career, she has been a symbol of resilience and excellence, breaking barriers and setting new records in the sport of track and field. Now, she hopes to do the same in the beauty world, using AFIMI as a platform to encourage self-love and self-care.
The success of the AFIMI campaign in the U.S. will be a crucial step in solidifying its place in the global market. Fraser-Pryce’s venture into the beauty industry is not just about business—it is a continuation of her legacy, a way to uplift others, and an opportunity to create products that resonate with people from all walks of life.
With a growing fanbase and a strong connection to her Jamaican heritage, Fraser-Pryce is poised to make a significant impact in the beauty industry. Her journey from the track to entrepreneurship is just beginning, and with her passion, dedication, and business acumen, AFIMI is set to become a staple in the haircare market. As the campaign gains momentum, all eyes will be on Fraser-Pryce as she embarks on this new chapter, determined to achieve success beyond the world of athletics.
