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Jamaican sprint legend Shelly-Ann Fraser-Pryce will head to the United States to promote her latest venture as she begins to prepare for life beyond track.
Jamaican sprint legend Shelly-Ann Fraser-Pryce will begin marketing her new haircare line in the United States in February.
Fraser-Pryce launched the new product named AFIMI last July, just when the Paris Olympics was starting, and is now set to start promoting it with the first stop in New York from February 1.
The 10-time world champion is preparing for life beyond track and has decided to venture into beauty products as it is one of her passions, with her product range being a vibrant tribute to her Jamaican roots and a testament to her belief in self-expression through hair.
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“New York, are you ready?! AFIMI is bringing the essence of Jamaica to NYC,” Fraser-Pryce posted on Instagram.
“Join us for an exclusive AFIMI Pop-Up @shopify NY from Feb 1st - Feb 2nd and experience Shelly-Ann’s vision for redefining hair care. Discover the AFIMI 8-step system, crafted with premium natural ingredients to nourish and care for all hair types.
“2025 is all about getting our hair back on track, and AFIMI—meaning “It’s Mine” in Jamaican Patois—is a love letter to beauty, strength, and heritage.”
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The press tour will help familiarize the haircare line with its would-be customers in the United States before its grand opening that will be held in Jamaica at a yet to be known date.
During its unveiling, Fraser-Pryce said the product line is inspired by the lush landscape of Jamaica, a nod to the natural resources that define the region.
"I’ve designed these products with you in mind to keep your hair feeling and performing its best no matter what comes your way,” she said in July 2024.
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From Jamaican sprint queen Shelly-Ann Fraser-Pryce, here are top athletes have broken barriers in athletics as 'supermoms'.
“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.”
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