Uncle Waffles teams up with Adidas SA

By Siphesihle Dlamini

Eswatini-born DJ and producer Uncle Waffles has officially signed a partnership deal with Adidas South Africa.

This collaboration not only underscores her meteoric rise within the Amapiano genre but also solidifies her status as a global icon in the music industry.

Known for her infectious energy and captivating performances, Uncle Waffles, whose real name is Lungelihle Zwane, has become a household name in South Africa and beyond.

Recognised globally as the “Princess of Amapiano,” she has played a pivotal role in bringing this uniquely South African genre to the forefront of the global music scene.

Her groundbreaking performance at the Coachella Valley Music and Arts Festival in 2023 was particularly noteworthy, as she became the first Amapiano DJ to grace the main stage, setting a precedent for future artists in the genre.

The partnership with Adidas represents a new chapter in Uncle Waffles’ already impressive career. The collaboration is not merely a branding exercise; it reflects a shared vision of innovation and cultural celebration.

Uncle Waffles is featured in Adidas’ global campaign “Superstar: The Original,” which showcases a stunning lineup of cultural heavyweights, including Samuel L. Jackson, Missy Elliott, and K-pop sensation JENNIE.

This campaign transcends the mere promotion of sneakers; it celebrates originality and honours the trailblazers who define what it means to be an icon.

In striking black-and-white imagery, Uncle Waffles showcased her signature style while wearing the classic Superstar trainers, a timeless icon.

This visual aesthetic resonates with her dynamic persona and aligns seamlessly with the brand’s legacy, creating a campaign that is both memorable and impactful.

The partnership with Adidas is expected to further elevate her brand, providing her with a platform to reach new audiences and expand her influence.

Uncle Waffles’ rise to fame has been nothing short of phenomenal. Since her debut, she has garnered acclaim from industry giants, including Drake, Beyoncé, and Ciara, all of whom have acknowledged her unique talent and contributions to music.

Her ability to blend traditional Amapiano sounds with contemporary beats has not only captivated audiences but has also paved the way for a new generation of artists within the genre.