Who The Heck Is Adanola?
If you live outside of the UK, Adanola probably means absolutely nothing for you. Other than being a nonsensical word, it’s even more difficult to assess what exactly Adanola purports to be. Well, fret no more, Adanola is a women’s activewear brand based in Manchester.
The brand was founded in 2015, has 878,000 followers, and its hero product is their Ultimate Leggings. The brand has been growing its home base for the last 5 years, and have strategically chosen to push into the US market by hiring Kendal Jenner as their brand ambassador.
Adanola has also collaborated in the past with Steph Shep, Kim Kardashian’s former assistant-turned-influencer, and whilst its brand awareness in the US is quite low, the brand is hoping that by collaborating with Jenner and other influencers, Adanola’s market share in the hyper competitive activewear category will too grow. Since making Kendall Jenner a brand ambassador, sales at the British company have risen to GBP 50 million, and profit has more than doubled to almost GBP 19 million before taxes.
Adanola has been expanding into the US very stealthily, debuting its collection in 35 branches of Equinox, an exclusive gym and wellness center.
Earlier this year, Adanola also partnered with New York’s Happier Grocery to promote the brand’s “Coffee Bean’ colored products. The collaboration included co-branded coffee beans, and taking a page right out of Erewhon, and a Cold Brew Collagen Whip drink. The first 50 customers to order the drink were gifted a pair of the Ultimate Leggins in Coffee Bean. To complement this activation, Adanola also hosted a run club.
Adanola’s Coffee Bean Collection
Adanola also just recently started partnering with “cool-girl” fitness studios like Forma Pilates, by turning a selection of instructors into brand ambassadors, as well as by launching a co-branded Varsity Tote Bag.
In the crowded USD 406 billion activewear market, Adanola is starting to stand out. According to Alexander Rawitz, Creator IQ’s director of research and insights, “Given this expansion of Adanola’s creator count, as well as some of the high-profile creators and celebrities who posted about the brand during this time period, including Kendall Jenner, Olivia Yang (@olafflee) and H.E.R., it’s certainly possible that Adanola is poised for a big breakthrough in the U.S. market. There are promising signs for Adanola that aren’t usually present for brands that post middling growth rates in our metrics.”
