Adanola was founded in 2015 by Manchester-based entrepreneur Hyrum Cook. His vision was to design the “everyday uniform – versatile clothing that could transition from the gym, to work, and everywhere in between”. Adanola’s product strategy remains the same since inception, a “disciplined approach to a category at the intersection of fashion and sport deemed, ‘active lifestyle’”. Celebrity endorsements include Kendall Jenner, Adriana Lima and Lila Moss. Adanola is sold primarily through its own direct-to-consumer website and supplemented by Selfridges and Soho House. In June 2024, Hyrum appointed Niran Chana as chief executive to lead the business into their next phase of growth, with revenue reaching £103m in 2026.