Apple Tv+ and Nike will join forces in the coming years for a series of sports movies

In an unprecedented move, Apple Tv+ and Nike will join forces for a series of films that will inspire the next generation of athletes and celebrate the power of sports, capitalizing on the popularity surrounding sports rights and the rise of sports-centric shows, documentaries, and films. An agreement that underscores the growing strength of audiovisual products dedicated to platform-based sports stories and at the same time Nike's intention to increasingly shift its focus to storytelling and content production rather than technical sponsorship. 

The Swoosh company has on its roster a number of talents whose stories are ready to be explored on a broader cinematic basis, from Kylian Mbappé to Giannis Antetokounmpo, in part to amplify the impact beyond sports performance. Apple will finance and distribute the projects, while Justin Biskin of Waffle Iron, Nike's production company, will handle the operational aspects along with Brad Weston and Collin Creighton of Makeready. The trio has worked on Oscar- and Emmy-winning productions, including CODA, The Fighter and Ted Lasso, the Apple Tv+-produced TV series in which Nike will appear as the technical sponsor of the Sudeikis-coached team. Apple TV+ is developing a Formula 1 film starring Brad Pitt, while Magic Johnson's four-part docuseries, They Call Me Magic, and Greatness Code, which reveals what really drives the world's greatest athletes to succeed, featuring Lindsey Vonn, Marcus Rashford, Russell Wilson, and others, are already available on the platform.