Kenya’s alpine skiing pioneer Sabrina Wanjiku Simader has joined global smartphone brand Infinix as a brand ambassador, a move that reflects a broader shift in how brands are identifying and investing in Kenyan sporting talent.

Simader, who made history as the country’s first female Winter Olympian at the PyeongChang 2018 Winter Olympics, remains one of Kenya’s most unique sporting figures. 

Her journey into alpine skiing, a sport far removed from the country’s traditional strengths, has positioned her as a symbol of resilience, global ambition and possibility.

Her continued visibility around the 2026 Winter Olympics, this time as a mentor and ambassador, keeps her story relevant at a time when brands are increasingly prioritizing influence, identity and personal journey over podium finishes alone.

The partnership mirrors a growing commercial trend already seen among Kenya’s elite athletes. 

Sprinter Ferdinand Omanyala and middle distance star Faith Kipyegon have secured multiple high profile endorsements, turning their global success into strong personal brands beyond competition.

Sports business analysts say this signals a new phase for Kenyan sport, where marketability is no longer limited to athletics dominance but extends to athletes who command global attention through performance, personality or unique career paths.

For competitors in emerging or lesser covered disciplines, Simader’s deal reinforces a growing reality: compelling stories, international visibility and a strong personal narrative are increasingly becoming as valuable as medals.

As more companies shift toward athlete driven storytelling, the commercial landscape for Kenyan sports talent appears to be expanding, pointing to what many now see as a new dawn for athletes across disciplines.