Olympic 100m champion Noah Lyles has officially entered the entertainment business, and he’s not easing into it—he’s sprinting. Lyles has teamed up with Box To Box Films, the production powerhouse behind Formula 1: Drive To Survive, to launch Iconic Productions, a media label set to redefine how athletes tell stories across sport, culture, and beyond.
What is Iconic Productions?
Co-founded by Lyles and supported by the award-winning team at Box To Box, Iconic Productions will create both long- and short-form content, with a strong emphasis on branded storytelling. The content slate will stretch across:
- Documentaries and docuseries
- Culture-led short films
- Athlete-first branded content
- Crossover productions spanning fashion, music, and popular culture
“Storytelling is one of the most powerful tools we have to inspire, connect, and drive change,” said Lyles. “This is an amazing opportunity to put athletes’ ideas and passions to the forefront.”
Iconic aims to amplify underrepresented voices, platform athlete creativity, and challenge outdated perceptions of what athletes can be — not just as performers, but as producers, thinkers, and cultural architects.
Why This Matters
The move signals a powerful shift in the athlete-to-entrepreneur pipeline. Athletes are no longer content to be subjects in sports documentaries. They now want to own the lens, direct the narrative, and control the IP.
Paul Martin, co-founder of Box To Box Films, put it best:
“Noah Lyles doesn’t just participate in the moment—he helps define it. With Iconic Productions, we’re not just documenting the world of sport — we’re shaping the future of it.”
Box To Box, with hubs in London, Paris, Mexico City, and LA, already has a strong track record in immersive storytelling (Break Point, Tour De France: Unchained, Sprint). Its alignment with Lyles signals the next evolution: where athlete IP meets global storytelling power.
What This Means for the Future of Sports Media
At 365247 Consultancy, we see Iconic Productions as a blueprint for how sports, media, and brand strategy will converge in the years ahead:
Athletes as Cultural IP: Lyles is building more than a brand—he’s building an ecosystem. Every athlete and federation needs to think beyond endorsements and into narrative control and content equity.
From Passive Sponsorship to Active Production: Expect brands to shift sponsorship budgets into co-produced content, where athlete alignment meets authentic reach.
Demand for Docu-Realism: Post-Drive To Survive, audiences crave real stories. The next big sports series won’t be about stats—it’ll be about humanity, ambition, and vulnerability. Athletes like Lyles own that space.
Time to Act: If you’re an athlete, federation, or brand that hasn’t explored original content production—you’re already behind.
At 365247 Consultancy, we help athletes, federations, and sponsors turn storytelling into commercial advantage. From IP development to global production partners—we help you go from idea to impact.
Book an introductory call here if this is something worth exploring.
