Adanola wants to be an American outfitter.
What’s happening: The British activewear brand secured a minority investment from PE firm STORY3, hitting a $530M valuation as it strengthens its US presence.
Adding value. From cult UK challenger to $112M in global sales, Adanola’s ascent is fueled by a pared-back product range and accessible pricing, undercutting rivals like Alo Yoga and lululemon — with 1.5M pairs of its $65 leggings sold to date.
Harnessing high-demand drops and influencer partnerships, distribution in the UK’s Selfridges and Harrods has helped the DTC brand build credibility offline.
Outfitting lifestyles, it’ll build on a retail partnership with Equinox and buzzy collabs with Erewhon and Forma Pilates to scale Stateside while also exploring standalone stores.
Market fit. As US consumers chase value and versatility, activewear brands are altering course.
- The new premium, Vuori raised $825M and opened 20 US stores in ’24, with plans to have 15 internationally by ’26.
- Relaunching, Outdoor Voices is emphasizing expressive activewear for sports and rec.
- Pushing affordable, all-day performancewear, Gymshark’s US flagship debuts this year.
Punchline: As activewear’s premium players lose pace, Adanola and others are betting a value-led approach can cut through a crowded category.
