Alpha is a retail brand shown on shopping-centre signage in Waning Sands, Leonard County, Leonida, in Grand Theft Auto VI. The sign appears in GTA VI Trailer 1.1
Branding
Alpha's bold wordmark and arrow-like emblem resemble the Champs Sports logo.2 The trailer does not reveal what Alpha sells.
Known location
Alpha appears on the Waning Sands sign alongside Fernando Tucci, Kowalski, Callus and Skala.
Gallery
Logos and graphics
In-game signage
The second image shows Alpha's name among the businesses advertised in Waning Sands.
References
Grand Theft Auto VI: Watch Trailer 1 Now, Rockstar Games, published December 4, 2023.
Champs Sports, accessed July 29, 2026.