Even after designing shoes for women and opening an Olympic nursery, Allyson Felix continues to find ways to give back to women.
The retired track star is launching a management company that will focus exclusively on repping female athletes, both professionals and college athletes looking to capitalize on name, image, and likeness deals. Always Alpha is co-founded by Wes Felix, Allyson’s brother and sports executive Cosette Chaput.
“I needed to build what I wished existed,” Allyson Felix said to Variety.
“We created Always Alpha to revolutionize women’s sports by moving beyond outdated, one-size-fits-all models designed with male athletes in mind,” Chaput told Variety. “These traditional frameworks, tied to contracts and templated endorsements, fail to recognize the unique strengths and potential of female athletes, coaches and broadcasters.”
“Young athletes often ask me how I’ve diversified and consistently grown my business across marketing, media, entrepreneurship, venture, entertainment and impact,” says Allyson Felix.
Wes and I did it ourselves piece by piece, out of necessity — because there wasn’t another option for transforming our vision into reality. 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.”
The most decorated track and field athlete in history, Allyson Felix holds a record 20 World Championship and 11 Olympic medals (including seven gold).
As we reported, Felix launched her own shoe line for women, Saysh, alongside her brother in 2020. She ecently received a $20 million grant from Melinda French Gates to support her advocacy of Black maternal health. She also worked with Chaput on the LA28 Olympic bid. She debuted her first Olympic nursery during the Paris Olympics, which aims to provide childcare to competing athletes.