adidas Originals and Pharrell Williams Bring VIRGINIA to Marseille

adidas Originals and Pharrell Williams brought VIRGINIA to Marseille on Sunday, June 28, with an all-day and night beach takeover at Boa Vista Beach Club. The takeover turned Boa Vista Beach Club into a public showcase for the creative ecosystem around VIRGINIA.

VIRGINIA is Pharrell Williams’ creative pseudonym and cultural platform, a direct connection between Pharrell and his audience that opens a window into his creative world. It brings music, community, product, live events, and boundary-pushing design together in a true creative playground, and it gives Pharrell a direct line to the ideas he wants to share.

Representing Pharrell’s home state, VIRGINIA also embodies a mindset, one that came to life on the streets and shores of Marseille. California-based collective Ebony Beach Club and Marseille’s own Twerkistan helped bring that spirit into focus across the takeover, translating the concept into a public beach experience.

Open to the public, Marseille locals, Originals, and VIRGINIA friends and family spent the day in beachside activities including capture the flag, beach volleyball, and paddle relay races before gathering at sunset as Kaytranada took over the shoreline. The event framed VIRGINIA as more than a product story, turning the beach into an open creative space for the community around it, with the shoreline soundtrack closing the day.

For Pharrell and adidas, the first two adidas Originals VIRGINIA footwear silhouettes, the Adistar Jellyfish and the Flat Earther, show how the project keeps pushing creative exploration forward while challenging convention and leading with experimentation. Guests also got an exclusive first look at the next VIRGINIA silhouette, the Watermoc, inspired by adventure and set to launch later this year.

When is the Watermoc releasing?

The Watermoc will launch later this year through adidas Originals and Pharrell Williams’ VIRGINIA platform. The exact release date has not been announced yet. It follows the Adistar Jellyfish and Flat Earther as the next silhouette in the creative lineup and keeps the rollout aligned with the back half of 2026. Check out images of the Watermoc below while we wait for more details about the launch.

For more on the partnership, check out our recent coverage of adidas Originals and Pharrell Williams Expand the VIRGINIA Universe with the VIRGINIA Vario FLAT EARTHER Suede Iteration.