Allyson Felix breezed to first place in the Olympic Trials and is set to represent the USA yet again at the 400m events, qualifying for what will be her 5th consecutive Olympics campaign. The track and field veteran achieved second place in the 400m singles race and made the team in the 4x400m relay team. 

Although, the focus of the event was drawn towards the spikes on her feet. Felix was sponsored earlier by Nike until the two parted ways in 2019, leaving her without a brand mark on her shoes. It then came to everyone’s surprise that she was wearing spikes, although the brand was not identifiable.

Fans began tweeting about these mysterious spikes and the entire topic blew up. Shortly after the race, Felix revealed that the spikes belonged to her very own brand called Saysh. She announced the same later on Instagram. 

“When it came to the Olympics this year – I didn’t have a sponsor for my racing spikes. I was tired of asking for change. I knew I needed to create it,” she wrote. “We design and develop products for and by women. We started with my racing spikes. We’re bringing lifestyle sneakers next and creating all of this on the foundation of community.”

Allyson Felix chose the perfect time to debut her new brand

Indeed, the racing spikes, once pried at $2500 are not available. However, lifestyle sneakers are and come in different colors. This was a perfect marketing move and Felix kickstarted her new brand in a strategically commendable effort.

“These products mean so much more to me than simply the shoes I compete in,” she added. “This brand represents hope, acceptance, and the power to create change. I hope you’ll come to feel that also.” 

Wearing the Saysh spikes made Allyson Felix the first athlete in Olympic history to sport a self-made brand on the tracks. She will also dawn these spikes at the Tokyo Olympics a month from now. 

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“[Saysh is] for that woman who has been overlooked, or feels like their voice hasn’t been heard,” Felix said, speaking to Time. “That was the biggest thing when I spoke out, was hearing from other women across industries. And having such a connection there, feeling like it’s so much bigger. There’s just that power in the collective.”

The brand will surely grow much higher as Felix heads to Tokyo. A 4x400m gold has been firmly in Team USA’s grasp for the last 4 editions of the Olympics and Felix also aims at the 400m singles gold. If all things go her way, Allyson Felix will return home having won on more than one front.

Read more: Heartbreaking News Inspired Emma Coburn to Qualify for Tokyo Olympics 2021