A New ‘Original Icon’ is Born.
Straight out of Eswatini in southern Africa, DJ and producer Uncle Waffles is the latest global star to join “Superstar: The Original”—an Adidas campaign celebrating the sneaker’s enduring influence on sport and culture.
The campaign brings together a multi-generational line-up of cultural trailblazers who embody what it means to be an Original Icon. Narrated by Samuel L. Jackson, it features the likes of Missy Elliott, JENNIE, Anthony Edwards, Mark Gonzales, GloRilla, Teezo Touchdown and Gabbriette.
Blending deep house, jazz and lounge influences, Uncle Waffles has redefined Amapiano with her high-voltage sets and infectious energy, pushing the South African sound firmly into the global mainstream.
Dubbed the “Princess of Amapiano”, she made history in 2023 as the first DJ of the genre to perform on a main stage at the world-famous Coachella Valley Music and Arts Festival. At just 25, Waffles has solidified her position in the industry in an unique way. Her distinctive dance style and viral social media presence have propelled her career at breakneck speed, cementing her as one of the scene’s most exciting and internationally acclaimed artists.
For her turn in the Adidas campaign, the artist fronts a series of striking black-and-white shots – a nod to the Superstar’s original colourway. She also rocks the Firebird Tracksuit, a style staple for artists, innovators and fashion icons since its debut in 1967.
PHOTO CREDIT: COURTESY OF ADIDAS
