24 Hr Sports

High Tide partnered with El Michels Affair to develop album packaging, art direction, and merchandise for their fifth studio album, 24 Hr Sports. Inspired by the glossy confidence of 90’s sports nostalgia, chrome airbrush graphics, and vintage sports memorabilia, the resulting identity mirrors the record’s analog soul and collaborative ethos. Led by multi-instrumentalist Leon Michels, 24 Hr Sports assembles a genre-spanning lineup of collaborators including Clairo, Norah Jones, and Rahsaan Roland Kirk.