EXCLUSIVE: The starting gun has fired on Iconic Productions, a new label from Olympic 100m champ Noah Lyles and Formula 1: Drive To Survive outfit Box To Box Films.
Lyles is a six-time world champion sprinter and the reigning Olympic 100m champion, having won gold in a time of 9.79 seconds at the Paris Olympics. One of the biggest stars in the world of track and field, he is now sprinting into the entertainment business with Iconic. Deadline understands it is on track to make both long and short-form programming, as well as branded content.
“Storytelling is one of the most powerful tools we have to inspire, connect, and drive change,” Lyles said. “With the creation of Iconic Productions, I’m proud to partner with Box To Box Films to create content that speaks to people, challenges conventions, and resonates across borders.”
The world’s fastest man added that Iconic will amplify “voices that deserve to be heard,” and lean into his interests across sports, entertainment, fashion and popular culture, as well as, of course, his connections in athletics. “This is an amazing opportunity to put athletes’ ideas and passions to the forefront,” he said.
Box To Box has bases in London, Paris, Mexico City, and LA. It has built a rep for doc series that get under the skin of various sports, including Formula 1: Drive To Survive, Break Point, Tour De France: Unchained and Sprint, which went inside the world of track and field.
“Noah Lyles lives at the apex of sport, culture, fashion, music, and entertainment – he doesn’t just participate in the moment, he helps define it,” said Paul Martin, Co-Founder of Box To Box Films. “This venture is about harnessing that energy and cultural relevance to create stories that are as iconic as the man himself.”
Box To Box is currently in production on Matchroom and an untitled Southeastern Conference college football series, both for Netflix. Meanwhile, Martin has set the bar high for the new partnership with Lyles: “With Iconic Productions, we’re not just documenting the world of sport – we’re shaping the future of it,” he said.
