Praxus™ · Praxus Films →
The film no one else
will make about you.
Praxus Films makes documentaries about athletes on the way up: the season that could change everything, told properly, by a crew that stays. This page is the whole picture from your side of the table: what a film is, what you get, what we ask, and how one gets made.
Why a drink company makes films
We would rather earn attention with you than buy it from an ad network.
Praxus is a new brand. We cannot outspend Celsius or Red Bull, and we would not want to build the brand that way even if we could. So instead of renting ads, we make films about real athletes and put the brand's name on work worth watching. You have seen the model: Red Bull and Monster built empires on athletes and stories, not commercials. We run that play our own way: earlier in the athlete's career, deeper in the story, in the sports the giants ignore.
That means we need you more than a big sponsor ever will. Their logo works without you. Our films do not exist without athletes worth filming, which is why the deal is built to be worth taking.
The trade, both sides of it
What you get, and what we ask.
You get
- A professional documentary about your career, shot by a dedicated documentary cinematographer.
- Short cuts, clips, and stills for your channels all season, not just one video at the end.
- A brand promoting you to a mainstream wellness audience your sport cannot reach on its own.
- The product itself, first, when the cans ship in October, and gear before that.
- A partner who shows up where you compete and opens its network to you.
We ask
- Access and trust: let the camera stay long enough to tell the truth.
- The beverage category, exclusively, while we work together. One category. Everything else you have or sign later is untouched.
- When the can ships, you post with it honestly, in your own voice.
- Never your money. There is no fee, no buy-in, nothing to purchase, ever.
Every agreement is plain English, built for a kitchen table, and we want your family, your manager, or your lawyer reading it with you. A partner who needs you confused is not a partner.
The two shapes
Some partnerships are a profile. Some are a season.
We scout across eleven sports, from baseball and open-wheel racing to combat sports and endurance, and every partnership takes one of two shapes.
Shape one
The profile
A short, sharply made film about who you are and how you compete, paired with an ongoing partnership: product content, cross-promotion, your audience meeting our brand and ours meeting you.
Fits athletes who already have a real audience and want a brand that treats them like a story, not a billboard.
Shape two
The documentary
A feature or series-length film that follows a real question with a deadline: the title fight, the draft year, the comeback season. The camera stays for the whole arc, wherever it lands.
Fits athletes with an unresolved season in front of them, whatever the size of their following. For this shape, the story matters more than the follower count.
Not sure which one you are? Neither are we until we talk. That is what the first conversation is for.
Already in
Two films in production. Right now.
Aiden Arnett, baseball. Signed with Praxus in July 2026, undrafted out of high school and now playing at Virginia Tech. His documentary is in production, his agreement was built to fit NIL rules and his school's process, and he posts with the first cans when they ship.
The title fight, open-wheel racing. A championship battle in FR Americas, shot with series credentials. Racing America and Praxus are both interested in a full documentary following the season to its October finale. Names stay off this page while agreements are in progress, which is exactly how we would protect yours.
How a film gets made
From first call to release.
- 01 · The conversationWe talk, then we come watch you compete. No cameras, no commitments. If the athlete is under 18, the family is in the conversation from the first call, every time.
- 02 · The agreementPlain English, signed before anything is filmed. What we are making, what you get, what we ask. College athletes: built to fit NIL rules and your school's compliance process. Take it to anyone you trust first.
- 03 · The seasonA small crew, scheduled around your calendar. Competition, training, and the quiet days that make it honest. If a shoot ever conflicts with your preparation, the shoot moves. Your season is the film. Protecting it protects the film.
- 04 · The releaseThe film releases under Praxus Films, and your channels get everything. The full piece, the cuts, the stills. It keeps working for you long after the season ends, because a good story does not expire.
Shot by a Michigan State cinematography graduate with documentary credits spanning elite athletes and story-driven brand work.
The rules we keep
Written down, so you can hold us to them.
- Athlete firstAn athlete who genuinely wants this beats a bigger name who is lukewarm. We choose partners who want a partner. If that is not you, no hard feelings, and no pressure campaign.
- Signed before filmedNo cameras before the agreement. You will never find yourself in a Praxus film you did not sign up for, and nothing is released that was not agreed.
- Family at the tableUnder 18 means the family is in every conversation and on every agreement. No exceptions, no workarounds, ever.
- Your sport's rulesNCAA, NIL, your series, your sanctioning body: the deal is built to fit them. We did it for a Virginia Tech athlete and we will do it for you. A partnership that risks your eligibility is worthless to both of us.
Ready, or just curious?
Both are fine. Two minutes on the contact form, or email ajoyce@drinkpraxus.com directly: every note is read by a person and answered by one. Tell us where you compete and where we can watch you. The worst case is we know your name a season early.