Adanola , the Manchester -born activewear and lifestyle label, is rewriting the playbook for contemporary women’s fashion, melding viral product drops, premium collaborations, and a sharp direct-to-consumer (DTC) strategy to achieve stratospheric growth and cult status in the space of just a few years .
The brand’s annual revenue topped £100 million ($130 million USD) for the trailing twelve months to mid - 2025 , with 1.5 million pairs of its bestselling Ultimate Leggings sold and a new minority investment from
STORY3 Capital Partners valuing Adanola at a remarkable $530 million . What is Adanola? A Versatile, Women-First, Viral Athleisure Brand Founded in 2015 by brothers Hyrum and Josh Cook , Adanola was conceived as a response to the lack of high-quality, stylish, and wearable sportswear designed for real life—not just the gym.
Adanola pieces blur the line between activewear and everyday essentials: minimalist leggings, seamless sports bras, effortless sweats, and outerwear that transitions from home workouts to brunch, city errands, or long-haul travel.
Adanola’s products and campaigns target the “active, versatile, and style-led woman,” combining fits inspired by 90s sportswear with neutral colors and inclusive sizing. Their “ADA” logo and collaborations with celebrities like Kendall Jenner, Kaia Gerber, and Rosie Huntington-Whiteley have fueled immense social buzz.
How Does Adanola Work? Community, DTC, and Selective Wholesale Adanola operates primarily as a direct-to-consumer (DTC) brand, fielding product launches, viral drops, and social engagement directly via its own site and digital channels. Its online store is supplemented by a “selective” wholesale strategy, partnering…
