Adanola turned minimalist Manchester athleisure into a £57m brand in under a decade—Kendall Jenner, Harrods, and a 202% CAGR tell the story.
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See all ads on AdLibrary →Adanola is a Manchester-based women's athleisure brand founded in 2015 by brothers Hyrum and Josh Cook. Growing at 202% CAGR and reaching £57m revenue in FY24, the brand ranked 7th fastest-growing UK company on the Sunday Times list and sealed a high-profile collaboration with Kendall Jenner. Now stocked in Harrods and Selfridges.
Adanola's advertising is defined by restraint—minimal, clean aesthetics that position the brand at the intersection of luxury and activewear rather than pure performance sport. Campaign creative for the Kendall Jenner collaboration drove outsized earned media amplification that paid budgets multiplied. The brand uses Harrods and Selfridges stockist announcements as credibility signalling in paid creative. See their ad archive on AdLibrary.
Instagram is Adanola's brand authority channel—minimalist editorial photography, muted colour palettes, and aspirational lifestyle content that targets premium athleisure buyers rather than gym-first activewear shoppers. Facebook retargeting converts high-intent visitors with specific product creative. The brand targets UK, US, and EU audiences and has built strong US traction through the Kendall Jenner collaboration's reach.
Copy is minimal and brand-confident—short lines about fit, everyday versatility, and the ease of the athleisure-to-lifestyle transition. The brand avoids performance-claim copy (no 'moisture-wicking' feature lists) in favour of aesthetic and emotional language. Celebrity collaboration creative lets imagery do the heavy lifting. CTAs are clean and direct, driving to new arrivals and hero product pages.
Adanola's 202% CAGR shows what happens when minimalist brand aesthetics meet the right celebrity partnership at the right moment. The Kendall Jenner collaboration was not a generic paid ambassador deal—it was a co-created collection that generated genuine editorial interest. For DTC athleisure brands, Adanola proves that premium positioning requires saying less in ads, not more, and that luxury retail stockist announcements function as powerful paid creative hooks.
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