Allyson Felix Launches ‘Always Alpha’ to Empower the Next Generation of Women in Sports – Essence

Allyson Felix doesn’t just break records – she pushes boundaries.

The most decorated track and field Olympian in U.S. history is making history once more, this day off the track, with the launch of Always Alpha, her latest sports management company focused on female athletes.

Announced earlier this month, Felix’s company will challenge the establishment in sports management by putting female athletes at the forefront and advocating for higher representation, opportunities and resources. Known for her fearless support of women’s rights and her ability to challenge institutions, Felix takes her fight to a brand new dimension.

“I had to build what I wanted to exist.” he said AllisonFelix.

Powered by a partnership with Dolphinentertainment marketing company, the agency has ambitious plans. Always Alpha is not going to only represent women athletes in brand negotiations and deals, but may also provide strategic support in areas similar to media, marketing and profession development. Felix wants women athletes to be perceived not only as competitors, but in addition as entrepreneurs, brand creators and independent leaders.

This launch comes at a time when women in sports are gaining in popularity but still face serious disparities, from the pay gap to media coverage. Felix’s history of advocating for gender equality – in particular her public stance against the issue Nike in 2019 on maternity protection— proves she is greater than prepared to meet these challenges. Always Alpha strives to address these inequities by helping women athletes shape the narrative and maximize their financial and private potential.

Felix’s vision is easy but powerful: to create a world where women in sports are usually not only equal – they’re empowered.

“Young athletes often ask me how I diversified and consistently grew my business across marketing, media, entrepreneurship, ventures, entertainment and influence,” Felix shared exclusively with Variety.

Her own experience navigating the complexities of skilled sports, from contract negotiations to personal branding, perfectly positions her to lead this movement. She continues: “With Always Alpha, we are taking everything we have learned and creating the modern management company I dreamed of, to help the next generation of talent do the same and build the future they, in turn, dream of.”

Through her latest enterprise, Felix is ​​determined to rewrite the rules of sports management, ensuring women receive the attention, compensation and respect they deserve.

As Felix transforms from record-breaking Olympian to pioneering businesswoman, she once more reminds us of her ongoing commitment to women’s causes. Always Alpha just isn’t only a sports agency – it’s an emblem of a future where women in sports thrive each on and off the field.