Shelly-Ann Fraser-Pryce Unveils AFIMI and This Week's Top Stories
Whatsup Squad,
Let’s get into the top stories of the week:
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Shelly-Ann Fraser-Pryce Unveils AFIMI in NYC
Three-time Olympic gold medalist and six-time world champion Shelly-Ann Fraser-Pryce (SAFP) is set to unveil her new hair care line, AFIMI, during a launch weekend in New York on February 1-2.
The AFIMI hair care line celebrates Fraser-Pryce’s Jamaican roots, offering products designed for various hair types using all-natural botanicals sourced from the Caribbean.
Throughout her illustrious career, which spans over a decade and a half, SAFP used vibrant hairstyles to reinvent herself every time she stepped on the track, setting the tone for many fearless victories.
With her athletic career on the verge of retirement, AFIMI allows SAFP to compete in a new arena — the multi-billion-dollar hair care industry.
Bottom Line - AFIMI—meaning “It’s Mine” in Jamaican Patois—is inspired by SAFP’s roots, identity, and resilience. The New York pop-up, in partnership with Shopify , is just the first stop in a press tour leading to the grand opening in Jamaica.
???? Grenada
Lewis Hamilton’s First Week at Ferrari
With seven World Drivers’ Championship titles under his belt, Lewis Hamilton is the greatest F1 driver of all time.
But after 11 years with Mercedes, he was reportedly lured to Ferrari by a deal worth a staggering $446 million.
And the deal is already paying off.
When Lewis Hamilton announced his switch to Ferrari, the company’s stock price soared by more than 10%.
Just this week, he again transcended the world of motorsports.
He had the internet buzzing when a photograph of him alongside a Ferrari F40 supercar became the most-liked Formula 1 post in Instagram history.
Bottom Line - While he was born in the UK, Lewis Hamilton is undoubtedly one of the most influential Caribbean athletes of all time. His father Anthony was born in Grenada, a small island nation in the Caribbean dubbed “the Spice Island” on account of its cinnamon, nutmeg and other homegrown spices.
???? Saint Kitts and Nevis
Cole Palmer — Made in the Caribbean
When you look at Cole Palmer, you probably don’t probably think of Saint Kitts and Nevis.
But you should.
Palmer's "cold" goal celebration is copied by schoolchildren across the twin island nation which has a population of 47,775.
The Manchester-born player proudly wears the flag of Saint Kitts and Nevis on his cleats to honor his grandfather and his family’s roots.
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As part of the Windrush generation in the 1950s, his ancestors moved to England.
After World War II, many Caribbean people migrated to North America and Europe, especially to the United States, Canada, the United Kingdom.
While Caribbean countries were struggling economically, the UK government needed workers to help fill post-war labour shortages and rebuild the economy.
Bottom Line - Palmer’s story highlights not only how Saint Kitts and Nevis (and the Caribbean more broadly) is a melting pot, but also the wide reach of the Caribbean diaspora and its influence on the sports world.
???? Dominica
Dominica Names Theo Lafond-Gadson Ambassador
Dominica’s trailblazing Olympic and World Indoor triple jump champion, Thea Lafond-Gadson, has been appointed as the Dominican Destination Brand Ambassador and Brand Ambassador for the National Bank of Dominica (NBD).
Following the lead of Saint Lucia and their newly appointed Tourism Ambassador Julien Alfred, these dual honors celebrate Lafond-Gadson’s historic achievements and her ongoing commitment to inspiring her fellow Dominicans.
Her remarkable accomplishments on the global stage—including Dominica’s first-ever Olympic gold medal—positions her as the perfect representative for the island, known as the Nature Island of the Caribbean.
Bottom Line - Thea’s appointment as a Destination Brand Ambassador aligns with Dominica’s vision of becoming a world-class sustainable tourism destination, showcasing the island’s beauty and resilience. In her role, she will share Dominica’s story with the world, promoting its unmatched natural beauty, rich culture, and warm hospitality.
???? Jamaica
Mason Greenwood to Join Reggae Boyz
Marseille striker Mason Greenwood is changing his international allegiance from England to Jamaica.
The 23-year-old qualifies for the Reggae Boyz through his father, who was born in Jamaica.
Greenwood could make his Reggae Boyz debut during World Cup qualifiers in June, adding firepower to a team with big ambitions.
The decision comes after the Football Association (FA) announced that the former Manchester United star would not be considered for future selection for the England National team following a suspension due to charges of attempted rape, assault, and coercive behavior.
While the charges were dropped, recordings of the incident surfaced online, casting a long shadow over his career and public image.
Bottom Line - Greenwood’s move raises ethical questions about the intersection of talent, second chances, and accountability in sports. While his on-field contributions may boost Jamaica’s chances to return to the World Cup for the first time since 1998, his inclusion could polarize fans and impact the marketability of the Reggae Boyz.
This article is a special extension of BACKCOURT Business – a weekly newsletter covering the business of sports in the Caribbean
Until next time ???