Uncle Waffles Named Global Face of Adidas Superstar Campaign

JOHANNESBURG — 2024

Adidas South Africa has announced eSwatini-born DJ and producer Uncle Waffles as the newest ambassador for its Lifestyle range, featuring her in the global Superstar campaign alongside international stars like Samuel L. Jackson and Missy Elliott.

Dubbed the “Princess of Amapiano”, Uncle Waffles appears in black-and-white campaign images wearing the signature Superstar sneakers in its original colourway, celebrating figures Adidas calls “Original Icons”.

The DJ has been instrumental in popularising the South African music genre globally. In 2023, she made history as the first amapiano act to perform on Coachella’s main stage, building a social media following of 6.2 million across platforms.

Adidas stated the partnership aligns with its mission to collaborate with cultural influencers worldwide (company statement).

During her ongoing world tours, the 25-year-old has performed at events including the Cannes Festival in 2025. Her 2024 accolades include BET and Headies award nominations.

With over 3 million Instagram followers, 3.3 million on TikTok and 384,000 YouTube subscribers, her online presence reflects her international appeal.

The artist has received praise from global icons like Drake, Beyoncé and Ciara, cementing her role as a cultural bridge between South Africa and the world through music and fashion.

Editor’s note: Timing of the Cannes Festival reference has been retained as per original source materials.