Allyson Felix Launches New Sports Management Company to Empower Women

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Allyson Felix has launched a women-focused sports management firm called Always Alpha, as a new subsidiary of Dolphin, a leading entertainment marketing, production and content development company.

Felix is joined by business partner and brother Wes Felix as well as sports executive Cosette Chaput as cofounders.

Always Alpha aims to empower modern women who are breaking barriers, owning their voices and creating a better future on and off the field of play. The goal of Always Alphha is to bolster the industry’s limitless potential and address dated, transactional talent management models that were not built for today’s multifaceted talent.

“Young athletes often ask me how I’ve diversified and consistently grown my business across marketing, media, entrepreneurship, venture, entertainment and impact,” the 11-time Olympic medalist said in a statement. “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.”

“Women’s sports is an underserved and undervalued billion dollar industry,” added Chaput. “Women are more than athletes, more than an afterthought and more than the current system is built for. Always Alpha is reimagining modern talent management for today’s athletes, investors, moms, entrepreneurs, broadcasters, coaches, advocates and change-makers.”

This is not Felix’s first business venture that aims to empower women.

The most-decorated woman in Olympic track-and-field history and the most-decorated American track and field athlete in Olympic history gained national attention in 2019 when she made a public split from her sponsor, Nike, over its unfair policies regarding pregnant athletes. So in June 2021, Felix debuted her own sneaker label, which she co-founded with her brother, called Saysh.

By launching her own brand, an act that landed her FN’s Launch of the Year award in 2021, Felix has been able to rewrite some of the rules of the male-dominated athletic footwear world.

“When you believe in something and you want to do something the right way, stand up for yourself and speak your truth,” she previously told FN.

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