adidas Originals and Pharrell Williams brought the VIRGINIA state of mind to Marseille on Sunday, June 28, taking over Boa Vista Beach Club for an all-day and night beachside event.
VIRGINIA serves as Pharrell’s creative pseudonym and cultural platform, connecting music, community, product, live events, and design through a world tied closely to his creative identity. While the name references Pharrell’s home state, it also represents a broader mindset, one built around experimentation, expression, and shared experience.
For the Marseille takeover, California-based collective Ebony Beach Club and local group Twerkistan helped bring that energy to life. The public event welcomed Marseille locals, adidas Originals and VIRGINIA friends and family for a day of beachside activities, including capture the flag, beach volleyball, and paddle relay races.
As the day moved into sunset, Kaytranada took over the shoreline, extending the event into a nighttime celebration of music and community.
The Marseille moment also served as a wider showcase for adidas Originals’ growing VIRGINIA footwear world. The Adistar Jellyfish and Flat Earther, the first two VIRGINIA footwear silhouettes, were highlighted as examples of Pharrell and adidas pushing into more experimental design language.
People were also given an exclusive first look at the next adidas Originals VIRGINIA silhouette: the Watermoc. Inspired by adventure, the model is expected to launch later this year.
For adidas Originals and Pharrell, the event turned VIRGINIA into more than a product platform, bringing its creative world to life through sport, music, community, and the shoreline of Marseille.
For more on adidas and Pharrell, make sure to checkout the Watermoc.
