Uncle Waffles Joins Adidas South Africa as Newest Lifestyle Partner

Adidas South Africa has officially welcomed global Amapiano sensation Uncle Waffles to its Lifestyle portfolio, cementing her status as one of the country’s most influential cultural exports. The announcement comes with her debut in the brand’s worldwide “Superstar: The Original” campaign, a celebration of creative icons who define originality in their own right.

The campaign shows Uncle Waffles alongside an intergenerational line-up of game-changers, including Samuel L. Jackson, Missy Elliott, JENNIE, Anthony Edwards, Mark Gonzales, and GloRilla. In a series of striking black-and-white images, she wears the iconic adidas Superstar sneaker in its original colourway, a nod to its timeless design and enduring influence across music, sport, and street culture.

For Adidas, the partnership is about more than fashion. It’s a recognition of Uncle Waffles’ impact on a global scale. Born Lungelihle Zwane and raised in Eswatini, she has become a defining force in bringing Amapiano, a genre deeply rooted in South African sounds,  to mainstream audiences around the world. Her meteoric rise has been powered by her dynamic performances, signature dance style, and a strong digital presence that has captivated millions.

In 2023, she made history as the first Amapiano DJ to perform on the main stage at the world-renowned Coachella Valley Music and Arts Festival, a milestone that highlighted her international appeal. Today, with 6.2 million followers across social platforms, she has evolved from a viral sensation into a multi-platinum artist and style influencer.

Adidas' decision to align with Uncle Waffles reflects the brand’s commitment to working with figures who shape the intersection of music, fashion, and youth culture. The “Superstar: The Original” campaign highlights her as a modern-day trailblazer — someone whose authenticity, creativity, and boundary-pushing career embody the very idea of being an “Original Icon.”

From the dance floors of Johannesburg to the stages of global festivals, Uncle Waffles has proven she’s not just riding the wave of Amapiano, she’s helping steer it. And now, with Adidas by her side, her influence is set to step even further into the world of style and culture.