adidas South Africa has singed Amapiano star, Uncle Waffles to its Lifestyle portfolio, announcing her as the brand’s newest partner.
To mark the collaboration, she stars in the global “Superstar: The Original” campaign, joining an iconic, multi-generational cast that includes Samuel L. Jackson, Missy Elliott, JENNIE, Anthony Edwards, Mark Gonzales, and GloRilla.
The campaign unites cultural trailblazers who embody the essence of an Original Icon. Uncle Waffles features in a striking series of bold black-and-white shots, paying homage to the Superstar sneaker’s timeless original colorway.
Recognised globally as the “Princess of Amapiano,” Uncle Waffles has been instrumental in propelling the South African genre to the world stage. In 2023, she made history as the first Amapiano DJ to perform on a main stage at the iconic Coachella Valley Music and Arts Festival.
Her magnetic performances, signature dance style, and viral social media moments have earned her an international following and positioned her as one of Africa’s most influential artists.
With over 6.2 million followers across platforms as of August 2025, Uncle Waffles represents the perfect intersection of music, fashion, and cultural influence — qualities that align seamlessly with adidas’ vision for the Superstar legacy.
This partnership underscores adidas’ commitment to working with impactful icons who are shaping culture on a local and global scale, reinforcing the brand’s heritage of celebrating originality.
