Adanola Receives Investment From STORY3 Capital Partners To Accelerate Global Growth

While the deal amount was not disclosed,the investment values Adanola at approximately $530 million.

This strategic partnership marks a key milestone in Adanola’s growth journey. The company plans to use the funding to expand its operations, invest in product development, and further establish itself as a global leader in the activewear market.

Adanola was founded in 2015 by Hyrum Cook with a clear purpose: to design a modern uniform for women elevated, versatile activewear that seamlessly blends functionality with style.

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The brand’s growth has been driven by bestsellers like the Ultimate Leggings, which have sold over 1.5 million pairs, and a devoted fan base that includes Kendall Jenner, Kaia Gerber, Veneda Carter and Rosie Huntington-Whiteley.

In June 2024, Adanola welcomed Niran Chana as CEO. Formerly the Chief Commercial Officer at Gymshark, Niran played a key role in scaling the brand since 2015. At Adanola, he is now tasked with leading the company’s strategic growth and execution.

"Adanola's ascent has been fuelled by staying disciplined as a women's product-first, active lifestyle brand. Across all areas of the company, we've curated the partners that support the vision of the brand. We're thrilled to announce the investment from STORY3 which values Adanola at approximately $530 million. STORY3's deep experience for building consumer brands will be crucial as we continue to build sustainable, profitable growth across key markets and reinforce Adanola's position as a leader in the consumer sector. I'm incredibly proud of what the Adanola team has achieved to-date, and we're poised and ready for our next chapter" - Niran Chana, Adanola CEO.

Peter Comisar, Founder and Managing Partner of STORY3 and former Goldman Sachs Partner, stated, "Adanola has garnered uniquely strong and authentic relationships with consumers, and we believe the business is in the early stages of powerful global growth. We are honoured to serve as a trusted partner to Hyrum and Niran given our long track record of supporting founders and entrepreneurial executive teams."

Samir Shah, STORY3 Partner, added, "With decades of experience around the consumer landscape, STORY3 believes in the convergence of consumer brands, digital media, and technology to succeed in today's disrupted world and supports its investments to excel in each of those facets to create enduring value. We see extraordinary opportunities to support the Adanola team as it leverages its loyal customer base and revered products to continue to expand in its home U.K. market and within key growth markets including the U.S."

Adanola’s direct-to-consumer model is strengthened by a selective wholesale network, including Selfridges Group, David Jones, Ounass, Equinox and Soho House. This strategy balances accessible pricing with premium brand positioning ensuring broader reach without compromising its refined identity.

Looking ahead Adanola plans to deepen its digital presence while thoughtfully expanding into retail, with long-term ambitions to launch its own branded stores.

Its partnership with STORY3 marks the beginning of a new chapter—driving international expansion while staying grounded in its core values of refined design and brand-led collaborations.

About Adanola

Adanola is a modern activewear brand crafting versatile, stylish essentials designed for everyday life. Blending comfort, performance and adaptability, it empowers individuals to move freely and express themselves. Loved globally and worn by icons like Kendall Jenner and Kaia Gerber, Adanola reflects the lifestyle of today’s dynamic consumer.

About STORY3 Capital

STORY3 is a leading alternative investment firm focused on companies at the intersection of consumer, commerce, and content. With a flexible strategy, operational support and deep industry expertise, it leverages capital and strong relationships to drive growth and long-term value creation across its portfolio.