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Olympic track legend and women’s rights advocate Allyson Felix has launched a new management firm dedicated exclusively to women’s sports. Reportedly the first of its kind, Always Alpha, is the latest venture for the retired athlete in her commitment to supporting and empowering women athletes. Founded by Felix, her longtime business partner and brother, Wes Felix and sports executive Cosette Chaput, it’s supported by entertainment marketing and production company, Dolphin.
Always Alpha intends to empower and elevate women who are breaking barriers, owning their own voices and creating a better future on and off the field. It will help women athletes across various sports grow their brands in a nontraditional way. The firm is also focusing on sports broadcasters and coaches as well as athletes who have great stories and want to use their platform for change.
The 11-time Olympic medalist says she wanted to create Always Alpha because she wished something like it existed when she was an active athlete. She hopes the firm will have a lasting positive impact on women and that she can pass down the wisdom she’s learned throughout her career.
“Young athletes often ask me how I’ve diversified and consistently grown my business across marketing, media, entrepreneurship, venture, entertainment and impact… Wes and I did it ourselves piece by piece, out of necessity — because there wasn’t another option for transforming our vision into reality,” Felix said in a statement. “With Always Alpha, we’re taking everything we learned and creating the modern management firm I used to dream of existing to help the next generation of talent do the same and build the future they in turn dream of too,” she added.
The firm builds on Felix’s commitment to empowering and supporting women athletes. She launched her shoe brand Saysh in 2021 after realizing that the footwear industry didn’t consider bodies that weren’t male in their conception and production. She wanted to create a “by women, for women” brand that focused on inclusivity and making the best running shoes for women. In the same year, Felix teamed up with her primary sponsor Athleta and the Women’s Sports Foundation to create The Power of She Fund: Child Care Grants. The grant program provided athlete-mothers with the financial resources necessary for childcare while they compete, recognizing the inequalities often shouldered by women athletes.
Her most recent endeavor was the first-ever nursey in the Olympic Village at Paris 2024 Olympic Games. The proud mother of two helped launched the nursey in partnership with Pampers to ensure athlete-parents receive the support they need to excel on and off the field. Alongside Felix’s long list of achievements is her recent appointment to the International Olympic Committee Athletes’ Commission and a $20 million grant she received in July to continue advancing Black maternal health in the U.S.
Photos: Always Alpha
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