Uncle Waffles Joins adidas as New Partner in Global “Superstar: The Original” Campaign

Aimee Cherry Quartey
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Uncle Waffles Joins adidas as New Partner in Global “Superstar: The Original” Campaign
Uncle Waffles
Adidas South Africa has officially welcomed internationally acclaimed DJ and producer Uncle Waffles as the newest member of its Lifestyle portfolio. The Eswatini-born Amapiano star has been unveiled as part of the brand’s global “Superstar: The Original” campaign, a project celebrating creativity and authenticity across generations.




The campaign places Uncle Waffles alongside an iconic lineup that includes Samuel L. Jackson, Missy Elliott, BLACKPINK’s JENNIE, NBA star Anthony Edwards, skateboarding legend Mark Gonzales, and rapper GloRilla. Featuring bold black-and-white visuals, the campaign pays homage to the legacy of the adidas Superstar sneaker while spotlighting cultural icons who embody originality.

Adidas described Uncle Waffles as “an original in every sense,” highlighting her impact on music, culture, and style. In the campaign, she sports the classic Superstar sneakers and the adidas Firebird tracksuit, symbolizing the timeless influence of street culture.

Uncle Waffles, born Lungelihle Zwane, has quickly risen to global recognition as the “Princess of Amapiano.” In 2023, she made history as the first Amapiano DJ to perform on a main stage at Coachella, amplifying the South African genre.

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