Adidas South Africa has announced its latest partnership, welcoming multi-platinum international DJ-producer Uncle Waffles to its Lifestyle portfolio. To celebrate the collaboration, she features in the global “Superstar: The Original” campaign, a testament to her influence.

The campaign, in turn, also includes a multi-generational cast of cultural icons such as Samuel L. Jackson, Missy Elliott, JENNIE, Anthony Edwards, Mark Gonzales and GloRilla.

The inclusion of Uncle Waffles in this global line-up, as a representative of South African creativity, truly marks a significant moment.

“Superstar: The Original” brings together an unprecedented roster of cultural trailblazers who exemplify what it means to be an Original Icon.

The newly released campaign with Uncle Waffles, for instance, spotlights the groundbreaking artist rocking her Superstars in a series of bold, black and white shots – a clear ode to the Superstar’s original colourway. The visuals, therefore, perfectly capture her vibrant personality and effortlessly cool demeanour.

A black and white portrait of Uncle Waffles in an adidas tracksuit, with her arms crossed, exuding confidence.
A black and white portrait of Uncle Waffles wearing a black adidas tracksuit, with her long hair flowing dramatically.
A black and white portrait of Uncle Waffles wearing a black adidas tracksuit jacket with white stripes, representing the Superstar campaign.
A black and white portrait of Uncle Waffles wearing a black adidas tracksuit jacket, looking off to the side with her hand on her collar.
A close-up, black and white portrait of Uncle Waffles in an adidas tracksuit, holding a toothpick in her mouth with a bold expression.

Uncle Waffles: A Global Powerhouse and Original Icon

Uncle Waffles defines what it means to be an Original Icon through her authenticity and innovation. Dubbed the Princess of Amapiano, she has been instrumental in bringing the homegrown South African genre to the mainstream.

Her unique style of dancing and viral social media videos helped to quickly accelerate her music career, where she established herself as an internationally acclaimed standout artist. This captivating stage presence, along with her innovative sound, has indeed resonated with millions globally. It is no wonder that her global impact is undeniable.

In 2023, Uncle Waffles made history as the first Amapiano DJ to play on a main stage at the world-renowned Coachella Valley Music and Arts Festival.

This performance not only solidified her status but also introduced the Amapiano sound to a massive new audience. With over 6.2 million followers across her platforms as of August 2025, she has proven to be a global powerhouse, captivating audiences far beyond South Africa’s borders. This partnership with adidas, moreover, not only celebrates her talent but also solidifies her status as a true cultural phenomenon.

A black and white image focused on the adidas tracksuit and Superstar sneakers worn by Uncle Waffles in a dance pose.
A close-up, black and white shot of adidas Superstar sneaker as part of the campaign.
A black and white full-body image of Uncle Waffles in an energetic dance pose, wearing an adidas tracksuit and Superstar sneakers.
A black and white full-body shot matching adidas tracksuit and Superstar sneakers, with a vintage music player.
Adidas tracksuit

A Win for Local Creativity

This collaboration between a global brand like adidas and a local artist of Uncle Waffles’ calibre, therefore, highlights the growing influence of South African talent on the international stage. It confirms that Amapiano is no longer a niche genre but a global force in music.

The partnership is a powerful statement about the importance of authentic self-expression and the impact of artists who stay true to their roots while reaching for the stars. This alliance provides inspiration for the next generation of creators, proving that originality is the ultimate superpower in the world of fashion and music. It’s a moment that will resonate deeply with fans and aspiring artists across the continent.

To explore the iconic Superstar campaign and discover the latest adidas products, visit the official adidas South Africa website
. Furthermore, you can follow Uncle Waffles’ journey and see more of her unique style by connecting with her directly on her social media platforms, including her Instagram and TikTok profiles.