Globally Renowned DJ and Producer Uncle Waffles Signs Partnership Deal with adidas South Africa
adidas South Africa announced multi-platinum international DJ-producer Uncle Waffles as the newest partner in their Lifestyle portfolio. To mark the collaboration, the South African star features in the global “Superstar: The Original” campaign, joining a stellar, multi-generational cast that includes Samuel L. Jackson, Missy Elliott, JENNIE, Anthony Edwards, Mark Gonzales, and GloRilla.
The “Superstar: The Original” campaign unites a powerful roster of cultural trailblazers who embody the spirit of being an Original Icon. Uncle Waffles takes center stage in the campaign’s newly released visuals, captured in striking black-and-white shots as she rocks the Superstar’s classic colorway — a tribute to the silhouette’s enduring legacy.
Dubbed the Princess of Amapiano, Uncle Waffles has played a pivotal role in introducing the South African genre to mainstream global audiences. In 2023, she made history as the first Amapiano DJ to perform on a main stage at the world-renowned Coachella Valley Music and Arts Festival. Known for her dynamic dance style and viral social media presence, she has built a formidable fan base of 6.2 million followers across platforms as of August 2025, cementing her status as an international sensation.
For adidas, partnering with Uncle Waffles reflects their mission to work with influential icons shaping music, fashion, and culture both locally and globally. Her authenticity, innovation, and cultural impact make her a perfect fit for the brand’s vision — and a true representation of what it means to be an Original Icon.
