Alpha

Alpha is a sports store chain listed for Port Gellhorn, Leonida. Its presence has been publicly shown through branding rather than a visit to a store. In the first GTA VI trailer, the Alpha logo appears briefly on the pylon sign outside a shopping mall in Waning Sands. No individual Alpha branch, interior or staff member has been publicly identified in the released material.

On the mall sign, Alpha appears beside logos for other businesses described as apparent high-end brands. The visible name reads "Alpha". Smaller lettering is positioned beneath the main logo, which suggests that the chain may use a longer full name, though the text cannot be made out. Publicly released footage does not identify a specific shop at the mall or show its merchandise.

Alpha's logo resembles the pre-2022 logo of an unnamed sports retailer commonly found in shopping malls. The comparison concerns the branding only. Rockstar's trailers, official screenshots and the August 2026 Extended Look have not publicly stated Alpha's full name, ownership, product range, employees or further locations in Leonida. Its known appearance remains the Waning Sands mall sign.