Pharrell Williams Celebrates Atlantic Park with VIRGINIA, and Launches Year-long Surf & Swim Program in Partnership with adidas

Virginia Beach native Pharrell Williams led a series of landmark celebrations at Atlantic Park, the first-of-its-kind mixed-use development backed by Pharrell, transforming the city’s historic Dome site into a new cultural epicenter — and home to North America’s first Wavegarden Cove surf lagoon.

Virginia Beach came together for a weekend of music, food and activities across Atlantic Park, which culminated in an evening party that brought together local leaders, friends and family in a vibrant celebration of the city’s new cultural landmark. Pharrell’s celebration at Atlantic Park marked the first chapter of the transformative development, setting the stage for ongoing cultural programming in Virginia Beach.

VIRGINIA x adidas Pop-Up

Pharrell’s brand and creative platform VIRGINIA hosted a two-day retail experience at Atlantic Park — the first opportunity to step inside and experience the world of VIRGINIA in person. The pop-up merged retail and music, inviting visitors into the creative universe of VIRGINIA and the sounds of BLACK YACHT ROCK VOL. 1: CITY OF LIMITLESS ACCESS.

The space also marked the in-person debut of the adidas x Pharrell Adistar Jellyfish, with the new grey and green colorways available alongside exclusive VIRGINIA products. The immersive installation showcased apparel, including limited-edition tees, branded hoodies, shorts and branded VIRGINIA socks, as well as collectibles, including VIRGINIA fishing lures, custom-branded disposable cameras, beach umbrellas and a puzzle with artwork by Virginia Beach artist Sam Clayman. The pop-up spotlighted DJ sets from local Virginia Beach talent and culminated in an after-hours karaoke celebration, co-hosted with Nami Nori. The acclaimed Japanese temaki restaurant is opening its fifth location in Virginia Beach with Pharrell as partner and advisor. 

“VIRGINIA is a cultural destination — it’s also a lifestyle, a philosophy, a state of mind. I’m proud of what we’re building here at Atlantic Park in my hometown, and how Virginia has shown up for it,” said Pharrell Williams. “Our surf and swim program will give hundreds of young people the confidence and skills to safely enjoy the ocean — creating a generation that feels connected to Virginia Beach’s coastline and community. This is just the beginning.”

Launch of NEXT WAVE Surf & Swim community program

In collaboration with adidas and Atlantic Park, Pharrell launched NEXT WAVE, a year-long initiative offering free swim and surf lessons for Virginia Beach youth — including students from Virginia Beach Public Schools, YELLOWHAB, and residents of Atlantis Apartments, where Pharrell grew up. The program kicked off at Atlantic Park Surf with lessons led by Shaun Anderson (Norfolk State University, USA Swimming), Jason Borte (Atlantic Park Surf), and Brick Howze (Ebony Beach Club). Participants receive life jackets, wetsuits and boards, and will build confidence, safety skills and community in and around the water throughout the year.

“A program like this, at a surf park like Atlantic Park, doesn’t exist anywhere in the world that I am aware of. It is historic, and we are honored to be a part of it,” said Brick Howze, founder of Los Angeles-based Ebony Beach Club, who helped facilitate the day at Atlantic Park.  

Additional information about the program can be found at https://atlanticparksurf.com/next-wave.