Puppy hates crate but REFUSES to sleep when outside it

11 week golden. He will have like 10 mins sleep outside his crate but as soon as he hears a tiny movement, he will wake up and find us, play etc. It also takes him to total exhaustion and through over tired antics to sleep outside his crate, I play with him a fair amount; mentally exhaust him with games and he is super tired but literally will wait about 2 hours to sleep after already being up for 2. At that point I have to crate him and he will cry for 20 mins. Idk what to do? I want to not create a negative association, but hes barely going to sleep otherwise.