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 with luxury retailers like Selfridges, Harrods, Ounass, and Soho House to offer limited collection access in top-tier venues. This hybrid model maximizes both margin and cultural cachet, bringing new product lines and global exclusives to Gen Z and Millennial consumers across the UK, US, Middle East, and Australia.
The brand is celebrated for its responsive, data-driven approach: drop small-batch collections rapidly, track TikTok and Instagram trends, and use customer feedback to iterate on fit, color, and fabrication. Adanola processes tens of thousands of orders monthly—and is noted for sustainable, 100% recyclable packaging, small-batch production, and carbon offsets, reflecting a strong environmental ethos.
The Origin Story: From Failure to Fashion Juggernaut
Hyrum and Josh Cook’s entrepreneurial journey is one of resilience. After a failed Dragon’s Den–backed business, the brothers launched Adanola in 2015. Their comeback involved pivoting to viral products, grassroots influencer partnerships, and a laser focus on DTC growth while learning from early mistakes. Their story has been widely profiled as a model of persistence and “brand-led rebellion.” In June 2024, Gymshark alumnus Niran Chana became CEO to lead international expansion and drive the next stage of scaling.
How Much Has Adanola Raised? Investors and Recent Milestones
In August 2025, Adanola announced a “significant” minority investment from STORY3 Capital Partners, pegging its valuation at $530 million. The full amount was not disclosed, but reports place the round between $75 to $90 million. The capital is slated for U.S. expansion, new product categories, and continued tech and supply chain investment.
Since launch, Adanola has grown revenues over 100% YoY, surpassing £57 million in 2024 and then £100 million ($130 million) in 2025. Gross profit for 2025 hit £57.6 million, with a net profit just under £16.6 million. The brand rapidly grew from a team of 10 employees to nearly 100 in just a year.
Industry Recognition and Outlook
CEO Niran Chana sums up the journey:
“Adanola’s ascent has been fuelled by staying disciplined as a women’s product-first, active lifestyle brand… STORY3’s deep experience for building consumer brands will be crucial as we continue to build sustainable, profitable growth across key markets”.With viral marketing muscle, sustainable ethos, and elite partnerships, Adanola is positioned to set the pace in global activewear—redefining how modern women mix loungewear and life, one cult drop at a time.
