Amelia Penfold, Founder of AP Communications, has announced the launch of AP Talent, a new-generation image agency built to elevate the cultural and commercial power of female athletes. The agency is focused on the dynamic crossover between women’s sport, fashion, and beauty.

AP Talent helps athletes harness the full potential of their image. The goal is to shape the next generation of multifaceted, fashion-forward athletes who can move seamlessly between the worlds of performance and culture.

The agency offers strategic image architecture, content creation, public relations, and brand partnerships, with a curated roster of talent that reflects where women’s sport is heading, that includes Tatyana Heard, star of England’s Red Roses rugby team; Sharifa AlSudairi, Saudi Arabia’s first female professional skier and a trailblazer for wellness-led performance; Shania Hayles, a Reggae Girl and fashion voice in football; as well as footballer Elysia Boddy.