Uncle Waffles Joins Adidas Superstar Global Campaign

Adidas South Africa has proudly revealed that eSwatini-born DJ and producer Uncle Waffles is the newest face of its Lifestyle portfolio. She will be featured in the brand’s global Superstar: The Original campaign, standing alongside a star-studded international line-up including Samuel L. Jackson, Missy Elliott, JENNIE, Anthony Edwards, Mark Gonzales, and GloRilla.

The campaign celebrates cultural icons Adidas calls “Original Icons”. Uncle Waffles appears in striking black-and-white photos wearing the Superstar trainer in its original colourway, showcasing her unique style and presence.

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Known worldwide as the “Princess of Amapiano”, Uncle Waffles has been a driving force in taking the South African-born music genre to the global stage. In 2023, she made history by becoming the first amapiano DJ to perform on a main stage at the Coachella Valley Music and Arts Festival. Her career has soared thanks to her signature dance moves, electrifying DJ sets, and viral social media content, earning her 6.2 million followers across platforms.

Adidas explained that this partnership is part of its mission to collaborate with artists who influence music, fashion, and culture on both a local and global scale. With her growing influence, Uncle Waffles perfectly fits the brand’s vision.

In addition to Coachella, Uncle Waffles has wowed audiences at major events, including the Cannes Festival in 2025, during her ongoing world tours. At only 25 years old, she has carved out a solid place in the music industry. In 2024, she earned nominations for both a BET Award and a Headies Award, further cementing her status as one of the most exciting artists of her generation.

Her social media presence is equally impressive, with over 3 million Instagram followers, over 3.3 million TikTok followers, and more than 384,000 YouTube subscribers.

Since her rise to fame, she has received praise and public endorsements from global superstars like Drake, Beyoncé, and Ciara. This latest collaboration with Adidas marks another milestone in her journey, proving that Uncle Waffles is not just a music icon, but a cultural force connecting South Africa to the world.