Adidas partners DJ Uncle Waffles for global campaign

She will feature in the brand’s global Superstar: The Original campaign, joining an international line-up including Samuel L. Jackson, Missy Elliott, JENNIE, Anthony Edwards, Mark Gonzales and GloRilla.

The campaign brings together cultural figures described by adidas as “Original Icons”. Uncle Waffles appears in a series of black-and-white photographs wearing the Superstar trainer in its original colourway.

Known as the “Princess of Amapiano”, Uncle Waffles has played a key role in popularising the South African genre internationally. In 2023, she became the first amapiano DJ to perform on a main stage at the Coachella Valley Music and Arts Festival. Her career gained momentum through her distinctive dance style and viral social media content, and she currently has 6.2 million followers across platforms.

Adidas said the partnership reflects its strategy to collaborate with artists who influence music, fashion and culture both locally and globally.

Uncle Waffles has played a prominent role in bringing the South African amapiano genre to global audiences. She has performed at major international events, including Coachella and the Cannes festival in 2025, as part of her worldwide tours.

At 25, she has established herself as a notable figure in the music industry. In 2024, she was nominated for a BET Award and a Headies Award. She has nearly three million followers on Instagram, more than 3.3 million on TikTok, and over 384 000 subscribers on YouTube.

Since starting her career, Uncle Waffles has received public endorsements from artists including Drake, Beyoncé and Ciara.