BY GCWALISILE MHLABANE
MBABANE– In a move that further solidifies her status as a global cultural powerhouse, Amapiano sensation Uncle Waffles has officially reunited with adidas to lead the brand’s Spring 2026 Superstar campaign.
This latest collaboration follows her initial signing with the iconic “three-stripe” brand in 2025 as part of their prestigious Lifestyle portfolio.
Born and raised in Eswatini, Lungelihle Zwane, professionally known as Uncle Waffles, has undergone a meteoric rise that has redefined the reach of African electronic music. Her journey began with a viral video in 2021 that catapulted her from local gigs to international stardom almost overnight. Since then, she has transitioned from a viral sensation into a sophisticated artist and producer, becoming a pivotal figure in taking the Amapiano genre to the world stage.
Her recent musical output has been characterised by sold-out shows and high-profile performances that have made her a permanent fixture in global music conversations. This artistic growth aligns perfectly with adidas’ core focus on originality and global influence, marking her as a true “cultural trailblazer.”
Uncle Waffles is featured prominently in the global “Superstar: The Original” campaign. In this capacity, she joins an elite roster of international icons, including Hollywood legend Samuel L. Jackson, K-pop star JENNIE, supermodel Kendall Jenner, and acclaimed artist Baby Keem.
While the campaign carries a massive global reach, Waffles serves a vital role as the face for the local rollout in South Africa. By leading the regional launch, she brings a unique “homegrown perspective” to the legendary Superstar trainer, bridging the gap between international heritage and local street culture.
The announcement comes amidst a heavy international touring schedule that has seen Uncle Waffles performing across Europe, North America, and Africa. From headlining major festivals like Coachella and Glastonbury to her own “We Love Waffles” curated shows, her ability to command massive crowds and intimate club settings alike has made her one of the most sought-after DJs globally.
The campaign’s aesthetic leans into this high-fashion, high-energy lifestyle, featuring striking black-and-white photography. This artistic choice pays direct homage to the original 1970s Superstar colourway, emphasising the timeless nature of both the footwear and the star herself.
As the Spring 2026 campaign rolls out, this reunion confirms that Uncle Waffles is no longer just a musical force, but a global fashion icon representing the best of African talent on the world stage.
#EPN #UncleWaffles #adidasOriginals #Superstar2026 #AmapianoToTheWorld #SouthAfricanFashion #GlobalIcons #ThreeStripes
(Courtesy Pic)
