Image Credit: unclewaffles/instagram
Adidas South Africa has officially welcomed eSwatini-born DJ and producer Uncle Waffles to its global Lifestyle portfolio, announcing her as one of the faces of its Superstar: The Original campaign.
The campaign celebrates “Original Icons” cultural figures whose influence extends beyond their primary craft and sees Uncle Waffles joining an international cast that includes Samuel L. Jackson, Missy Elliott, BLACKPINK’s Jennie, Anthony Edwards, Mark Gonzales, and GloRilla.
Shot in a striking black-and-white style, the campaign features Uncle Waffles wearing the iconic Adidas Superstar trainer in its original colourway, paying homage to the shoe’s long-standing legacy in music and street culture.
Amapiano’s Global Ambassador
Dubbed the “Princess of Amapiano”, Uncle Waffles has played a defining role in taking the South African-born genre to global audiences. Her career skyrocketed in 2021 thanks to her electrifying dance style and viral mixes, which have since earned her over 6.2 million followers across platforms.
In 2023, she made history as the first amapiano DJ to perform on a main stage at the Coachella Valley Music and Arts Festival. This milestone was followed by international sets at major events including the Cannes Festival in 2025.
Her rise has been backed by praise from global superstars such as Drake, Beyoncé, and Ciara, further cementing her as a cultural bridge between African music and the global stage.
A Style and Music Powerhouse
Beyond music, Uncle Waffles has become a style icon, influencing streetwear and sneaker culture through her bold, eclectic looks. Adidas says the partnership aligns with its vision of collaborating with artists who shape not just music but also fashion and culture worldwide.
At only 25 years old, her accolades already include nominations for a BET Award and a Headies Award, alongside multiple sold-out tours across Europe, the United States, and Africa.
From Amapiano to Adidas
The Superstar: The Original campaign taps into Adidas’s rich heritage while spotlighting contemporary creatives who are redefining originality. For Uncle Waffles, it’s another step in solidifying her global brand.
“Being part of this campaign is surreal the Superstar is such an iconic shoe with a legacy in music and street culture,” she shared on social media, hinting at more collaborations to come.
As Amapiano continues to resonate with international audiences, Uncle Waffles is proving that the sound and her own star power is here to stay.
