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…