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Adidas has partnered with Swazi DJ and record producer Uncle Waffles. The multiplatinum South African-based star is featured in the global campaign "Superstar: The Original," which honors the Superstar sneaker's enduring impact in sports, culture and beyond.
Uncle Waffles joins a multigenerational lineup of campaign stars, including Samuel L. Jackson, who provides narration for the campaign, in addition to Missy Elliott, Jennie, Anthony Edwards, Mark Gonzales, GloRilla, Teezo Touchdown and Gabbriette.
The campaign gathers "cultural trailblazers who exemplify what it means to be an Original Icon," per a release from the brand. And says, "Uncle Waffles defines what it means to be an Original Icon through her authenticity and innovation."
Known as the Princess of Amapiano, the artist has played a crucial role in popularizing the South African genre in the mainstream. She became the first Amapiano DJ to play on a main stage at the Coachella Valley Music and Arts Festival in 2023. Uncle Waffles is also known for her unique dance style and viral social media videos, which helped to advance her career in music.
Uncle Waffles models the Superstar and a Firebird Tracksuit in black-and-white photographs, paying homage to the Superstar's original colorway.
The Adidas Superstar made it on FN's Greatest Shoes of All Time list published last year. Fredro Starr from the rap group Onyx said of the shoe, "Superstars are the greatest kicks of all time because it's the one shoe that symbolizes hip-hop culture as a whole. Thanks to Jam Master Jay and Run-DMC, this legendary rap group created a song called 'My Adidas' and the streets made it number one. The black with the white stripes is classic -- I just rocked them with a suit for a black-tie event. It's probably the only sneaker you can rock with a suit and rock with street gear."
Proving its cultural impact, the Superstar continues to be reinvented. The shoe is getting an elevated spin thanks to Kith with the Kith x Adidas Superstar "Black Tie 2.0" that was recently revealed ahead of Kith's upcoming runway show on Sunday.