A full court rental, full wrap decal, and on-site installation is just another day for the Praters team. But Something in the Water, a music festival for PharrellxAdidas created a new challenge - all of this was done on the beach.
In 2019, Pharrell Williams announced a huge lineup for a very ambitious new music festival. For three days, Something in the Water brought fans for a weekend of music, art, wellness, and community.
Not only did the festival feature the biggest artists imaginable – Jay-Z, Travis Scott, and Missy Elliott, to name a few – but it also included experiences that you wouldn’t typically find at your average music festival.
Local vendors selling food and goods, art installations, dance battles…and yes, an Adidas basketball court directly on the beach, which anyone could play pick-up games on. In fact, many fans thought the court was a rumor, but it ended up as the centerpiece for daytime activity before the music started.
The festival was overall a huge success, and it will definitely be back one day (it was set to return in 2020, but was cancelled due to Covid).