Allyson Felix is President of Saysh while her brother Wes is the CEO.
After parting ways with Nike in 2019 and a sponsorship deal with Gap’s Athleta, the brand’s first athletics star, Allyson Felix, is starting her own shoe business.
Felix made his debut on Wednesday Saysh, which she touts as a lifestyle brand geared towards women. Saysh’s first product, the Saysh One sneaker, costs $ 150 and is currently available for pre-order in three colors. More products are in the works, according to the company’s website.
Customers can also purchase a membership to the Saysh Collective, which includes training videos and occasional interactions with Felix. An annual membership is $ 150 while a monthly pass is $ 10.
The announcement comes to Felix Finished second over 400 meters at the Olympic athletics tests in the USA last weekend and secured their place at the Olympic Games in Tokyo. Felix is the most decorated female athletics star in US history.
Time first reported on Felix’s shoe launch. In an interview with the magazine, Felix said the women’s shoe market was undersupplied and the mentality was often “to shrink it and pee”.
“It’s really about meeting women where they are,” said Felix. “It is for that woman who has been overlooked or feels like her voice has not been heard.”
Felix serves as Saysh President while her brother and business partner Wes holds the CEO title. The company has raised $ 3 million in seed capital from a variety of venture investors, according to Time.
It’s unclear whether Athleta, with whom Felix has a multi-year sponsorship deal to design clothes, will wear the shoes in the future.
Disclosure: CNBC parent NBCUniversal owns NBC Sports and NBC Olympics. NBC Olympics holds the U.S. broadcast rights to all Summer and Winter Games through 2032.