ADANOLA

Adanola is a UK-based active lifestyle brand creating and selling women's activewear and wardrobe essentials. The company was founded in 2015 by brothers Josh and Hyrum Cook. Their entrepreneurial journey included a previous venture, Zeven Media, for which they secured a £50,000 investment on the TV show Dragon's Den, though the company later went into liquidation. Learning from this experience, the brothers were inspired to create Adanola after observing the rise of leggings as a fashion piece and a gap in the market for minimal, neutral, and affordable activewear that could be worn outside of the gym.

The business operates primarily through a direct-to-consumer (DTC) model via its website, which has proven highly effective. This is supplemented by a selective wholesale network that includes premium partners like Selfridges, Equinox, and Soho House. The brand's target demographic is primarily women aged 25 to 34, and it has successfully cultivated a strong community through social media, particularly Instagram, and influencer marketing. This strategy involves collaborations with micro-influencers and high-profile personalities like Kendall Jenner and Rosie Huntington-Whiteley. Adanola's product strategy focuses on perfecting essential pieces with a minimalist aesthetic, such as leggings, sweatshirts, and sports bras, offered in neutral tones. Key products include the 'Ultimate Leggings' and the 'ADA' branded sweatshirts.

Financially, Adanola has demonstrated significant growth. For the fiscal year ending March 31, 2024, the company reported revenue of £57.1 million, a 105% year-over-year increase, with pre-tax profits rising 129% to £18.9 million. This growth was supported by a significant minority investment from STORY3 Capital Partners in August 2025, which valued Adanola at approximately $530 million. In a strategic leadership change, former Gymshark Chief Commercial Officer Niran Chana was appointed CEO, succeeding Hyrum Cook, to help scale the company's operations and global expansion.

Keywords: athleisure, activewear, direct-to-consumer, ecommerce, women's fashion, loungewear, influencer marketing, social media marketing, minimalist fashion, everyday essentials, leggings, sweatshirts, UK fashion, Manchester-based, lifestyle brand, community building, DTC, apparel, fashion-forward, online retail, celebrity collaboration, brand partnerships