South Africa, 10th March 2026 – adidas Originals presents the next chapter of its most iconic silhouette, the Superstar, with a global campaign that celebrates those who move culture forward on their own time. At the forefront of this chapter is multi-platinum DJ and producer Uncle Waffles, starring as the South African protagonist in a cast of international cultural leaders.
Narrated by legendary actor Samuel L. Jackson, the campaign unfolds in a hotel where time ceases to exist. As he embarks on a search for his Superstars, he encounters a new generation of globally recognized icons, each defining culture in their own lane while wearing the unmistakable shell-toe silhouette.
Uncle Waffles joins a cross-generational cast led by global music icon JENNIE, style icon Kendall Jenner, football prodigy Lamine Yamal, musical innovator Baby Keem, NBA superstar James Harden, skateboarding legend Tyshawn Jones and pop’s most exciting new voice Olivia Dean.
“Being part of the iconic storytelling of the Superstar shoe is a surreal moment for me. From the influence of stars I looked up to like Run DMC and Samuel L. Jackson, to the new era of icons who are moving culture forward; shows how timeless these Classics are and how they transcend with time”, says Uncle Waffles.
Reimagined but unmistakably true to its DNA, the Superstar continues to lead as a global emblem of authenticity – a shoe that remains as powerful and iconic today as ever. Follow the Superstar conversation on IG adidasZA for more.