Archive Artist Project x Nike Air Max 90
At its core, the Archive Artist Project exists to give space to creative voices; inviting artists, collectives, and collaborators to interpret product through their own lens. For this chapter, the
focus turned to music, using the Nike Air Max 90 as a point of departure. A silhouette rooted in culture, reimagined through sound.
Half & Halve
To bring this vision to life, Archive partnered with Half & Halve; a creative agency known for their considered approach to storytelling and visual language. Tasked with shaping the campaign, their direction was clear: strip things back, keep it honest, and let the energy of the music lead. Their interpretation leaned into performance as process. Not overly staged, not overworked, just raw output in its most immediate form. Through behind-the-scenes documentation, their thinking and intent became part of the campaign itself, offering a closer look into how the world was built.
The Campaign: Luukhanyo & The Hii Rollers
At the centre of it all was Luukhanyo, joined by The Hii Rollers. Together, they became the protagonists of the campaign; bridging alt-music and live instrumentation in a way that felt both contemporary and unfiltered. The setting was deliberately minimal. A white, curved wall studio. No distractions. No excess. Within that space, the details mattered: cables running freely across the floor, instruments fully visible, amplifiers stacked without disguise. Concrete slabs introduced a subtle weight, bringing in a sense of the city, grounding the performance in something tactile and real. The result was a series of stills that captured more than just product, they captured presence. Alongside this, a three-song performance was filmed and recorded within the same environment, extending the campaign into sound.
From Campaign to Space
The work didn’t live solely on screen. Campaign visuals and posters were rolled out across five Archive stores, translating the energy of the shoot into physical space. Alongside this, behind-the-scenes content featuring Half & Halve offered further context; giving the community insight into the process behind the final output. It became more than a campaign. It became an environment.
First Thursdays
To take things further, Archive hosted a First Thursdays event, bringing the campaign into real time. Luukhanyo and The Hii Rollers returned, this time performing live within the space. Surrounded by the visuals, the product, and the people, the energy shifted from captured to lived. What existed as image and sound became something immediate. Something shared.
The Performance | Introducing Archive Sessions
The final expression of the project arrives as part of Archive Sessions—a new platform dedicated to live performance, captured and shared through the Archive lens. Designed to spotlight artists in their most honest form, Archive Sessions builds on the same principles that shaped this campaign: stripped-back environments, intentional storytelling, and a focus on sound as culture. The recorded live set by Luukhanyo and The Hii Rollers marks the beginning. A continuation of the energy created in studio and in-store—now extended into a format that lives on.
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