Alpha
By Matt Gibbs•
By Matt Gibbs
Apr 17, 2025•
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Alpha is a retail brand specializing in sportswear and athletic apparel, featured in Grand Theft Auto VI. It is part of the retail scene in Leonida, with a known presence in the town of Waning Sands. The brand offers athletic gear, footwear, and clothing, and is positioned as a recognizable name within the game’s world.
Alpha is portrayed as a mid-to-high-tier sportswear retailer, parodying real-world chain Champs Sports1. It caters to a demographic focused on athletic fashion and sports culture. While little is known about the company’s origins or structure, according to the first official GTA VI trailer, its notable signage at a shopping mall in Waning Sands suggests it holds a strong market presence within the game's setting.
Alpha's logo, seen briefly in the initial GTA VI trailer, is made up of bold, stylized lettering which is very similar to Champs Sports. The appearance emphasizes movement and athleticism through clean, modern typography that suits the sporty feel of the brand. Color scheme and style remind one of trends in sportswear branding in the current era.
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Though specific items have yet to be revealed, Alpha is expected to sell a mix of athletic apparel, footwear, and accessories. Based on its real-world parody, the product range likely includes branded sneakers, tracksuits, sports tops, and gear for athletic use. Pricing maybe similar to the clothing prices of the stores present in the current version of GTA Online.
Alpha’s confirmed appearance comes from signage displayed at an unnamed shopping mall in Waning Sands, a location within Leonard County. The sign places Alpha alongside other fictional brands, including Fernando Tucci, Kowalski, Callus, and Skala. This is the only verified location so far, though more may be discovered across the game.
No confirmed storefront images or location screenshots at this time.
Alpha is one of eight fictional businesses featured on shopping mall signage in the first GTA VI trailer.
The name "Alpha" may allude to competition and dominance in sports, reflecting themes of leadership and performance.
Alpha continues Rockstar Games’ tradition of satirizing real-world brands through fictional counterparts.
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