An interview with the brand’s founder Hyrum Cook.
It’s official: Adanola, an activewear brand born in Manchester, England, has finally made it stateside in an exclusive partnership with Equinox. Starting today, select pieces from Adanola’s celebrity-approved collection will make their brick-and-mortar debut at The Shop at Equinox, as well as online.
“Our partnership with Equinox aligns perfectly with our vision of empowering individuals to look and feel their best, both inside and outside the gym,” says founder Hyrum Cook, who launched the brand in 2015 with its Ultimate Leggings, an instant bestseller with over 1 million pairs sold.
Equinox+ spoke with Cook about the brand’s beginnings and mission, and his commitment to “everyday versatility.”
This interview has been condensed for length and clarity.
From Manchester to becoming an A-list favorite — what's the wildest “pinch-me” moment you have experienced since launching Adanola in 2015?
“There have definitely been a few pinch-me moments over the last few years; from being recognized by The Times as the UK’s fastest growing retail brand in 2024 to opening our new 13,000-square-foot office space, seeing our employee numbers double in the space of a year to over 100. We’ve worked with a number of high-profile partners throughout the last few years, including Steph Shep and Rosie Hnutington-Whiteley. We’ve also been seen on the likes of Kaia Gerber, EmRata, and H.E.R, but our latest 2025 January campaign featuring Kendall Jenner has been a real milestone for us. Kendall has always been one of our ultimate muses, and one we feel is truly authentic to the brand through her effortless and active style, and has been a massive pinch-me moment since starting the brand. It’s been a great way to start the year, with 2025 showing no signs of slowing down.”
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Your brand mission talks about making women feel like their best selves — what was that spark that made you realize “everyday versatility” was missing in activewear?
“Before launching Adanola, I realized there was a gap in the market between activewear and lifestyle. I understood that customer demands were shifting and people wanted to invest in activewear — not just for working out, but as part of their everyday wardrobe. Whether it’s for working out or running errands, customers wanted everyday outfits they could wear and re-wear again. This sparked the inspiration behind our first and best-selling product: the Ultimate Leggings in 2020. I wanted to create a product that would be as versatile as their lifestyle, with a price point that was accessible. Fast forward five years with over a million pairs sold, it’s been incredible to witness that we’ve filled a void in the market as one of the first brands to bridge this gap between functionality and lifestyle.”
There's this beautiful simplicity to Adanola — was that intentional from day one, or did you have an “aha moment” that led you to embrace the throw-on-and-go philosophy?
“From the very start of Adanola, I’ve always wanted our pieces to feel completely effortless and minimal. They easily fit into everyday lifestyles and feel accessible to our customers. I think it’s fair to say this was the thesis for the relatable brand identity we’ve built over the last few years. The aim now is to stay true to who we are with everything that we do and that this is representative through all of our channels.”
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What do you believe were the key contributors to growing Adanola so rapidly?
“I think looking back at the last couple of years, there are a few different factors. Staying true to the vision has played an important part of the brand’s growth. From launching in
2015, it wasn’t until the launch of our famous Ultimate Leggings, which are a perfect product for our customers. Everything starts with our product. We’re always listening to our customers and making sure we are bringing back the products we know they love. Combining this with our strong brand aesthetic and notable logos led to the virality of some of our best-selling styles, including the grey ADA hoodie which has become one of the brand’s most recognizable products. Our partnership strategy has also played a huge part in raising brand awareness.
“We’re constantly on the look-out for like-minded partners, whether it’s celebrities, talent creators, or studios; we’re always finding ways to be creative and innovative in a way that really sets us apart and elevates the brand. While partnering with those that feel as strongly about the Adanola brand as we do, this is when the most authentic and effective collaborations happen, and this has been our approach since early on…Being an online brand, it’s essential that we provide customers with the ability to see, feel, and try on. We’re very selective with our retail partners. As this is the first touchpoint for many new customers, it’s important for us to show and sell the brand in the best possible light.”