The firm, Always Alpha, aims revolutionize the way that women athletes are represented and address dated, transactional talent management models.

Allyson Felix says she is launching a first of its kind agency focused on women's sports. Felix will target female athletes, coaches and broadcasters.

Dolphin, a NASDAQ listed company, has launched Always Alpha, the first management firm of its kind fully focused on women’s sports.

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 is a subsidiary of the NASDAQ-listed Dolphin and will work with women athletes across all sports and support them in a variety of ways, including brand partnerships, media production and entrepreneurship.