Olympic Sprinter Noah Lyles Launches Iconic Productions

LOS ANGELES, California — Olympic gold medalist and six-time world champion sprinter Noah Lyles has launched a new production company, Iconic Productions, in partnership with Box To Box Films. The announcement comes as Lyles aims to expand his influence beyond athletics into the entertainment industry.

On June 12, 2025, Lyles, who gained fame for winning gold in the 100 meters at the Paris Olympics with a time of 9.79 seconds, expressed his vision for the new venture. “Storytelling is one of the most powerful tools we have to inspire, connect, and drive change,” Lyles said. “This is about legacy, truth, and amplifying voices that deserve to be heard.”

Iconic Productions will focus on creating both long-form and short-form programming, as well as branded content, aiming to reflect the diverse interests of Lyles. The company hopes to spotlight narratives from various spheres, including sports, fashion, and popular culture.

Paul Martin, Co-Founder of Box To Box Films, praised Lyles’ cultural relevance, stating, “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.” Martin emphasized that the collaboration will not only document sports but will also aim to shape the future narratives within the industry.

Box To Box Films, known for its compelling sports documentaries, has bases in London, Paris, and Los Angeles. The company has produced notable series such as “Formula 1: Drive To Survive” and “Tour De France: Unchained.” With this partnership, Lyles aims to bring fresh stories to a global audience.

Lyles will participate in the Cannes Lions event next week, where he plans to discuss Iconic Productions among other relevant topics. Further details on upcoming projects from Iconic Productions will be revealed in the coming months.