Box To Box Films has teamed with Olympic gold medalist and six-time world champion sprinter Noah Lyles to launch Iconic Productions.

The new athlete-led creative studio is “built to bring original stories to life across sport, culture, and entertainment.”

Iconic Productions will focus on developing content that “amplifies athlete voices and reflects the passions, identities, and ambitions of a new generation,” from documentary series to branded formats and more.

“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,” said Noah Lyles.

Known for global series including Drive to Survive, Sprint, and Tour de France: Unchained, Box to Box says that with Iconic, “we continue to push the boundaries of storytelling, this time, with athletes leading from the front.”

“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.”

Iconic Productions is currently developing its first slate of projects.