The 27-year-old sprinter from Gainesville, Florida, clinched gold in the 100 meters at the 2024 Paris Olympics, adding to the bronze medals he previously earned in the 200 meters in both Tokyo and Paris. Now, Lyles is venturing into the media industry with a new creative initiative that merges sports, culture, and storytelling.
According to a recent announcement, Lyles has teamed up with Box to Box Films to launch Iconic Productions, a new production company. The goal of the partnership is to produce both long-form and short-form content, including branded media that showcases not only Lyles’ own story but also those of fellow athletes.
Iconic Productions aims to create content with wide global appeal and meaningful cultural resonance. Paul Martin, co-founder of Box to Box Films, expressed excitement about the collaboration, saying:
“Noah Lyles exists at the intersection of sport, music, fashion, and entertainment he doesn’t just reflect culture; he influences it. Iconic Productions is about channeling that energy into stories that are bold, relevant, and timeless. We’re not just telling sports stories we’re helping shape their future.”
Lyles also shared his motivation behind the project in the release:
“Storytelling has the power to inspire, connect, and create change. Through Iconic Productions, I’m excited to partner with Box to Box Films to craft stories that challenge norms, resonate across cultures, and elevate important voices.”
He added that this venture offers athletes a platform to share their ideas and passions:
“This goes beyond entertainment. It’s about legacy, truth, and giving space to voices that need to be heard.”
Next week, Lyles will speak more about this new chapter at the Cannes Lions International Festival of Creativity, where he’ll be featured in the SPORT Beach program, sharing insights into the storytelling potential within the world of sports and culture.
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