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Rosie Huntington-Whiteley and Kendall Jenner have both represented the Mancunian brand Adanola in various advertising campaigns.

While I was at my chic Pilates studio in North London recently, I couldn't help but notice a common thread among everyone present. It wasn't our flushed faces or quivering core muscles, but the leggings we wore; at least a dozen of us were sporting Adanola.

Although it might not be a household name yet, Adanola is the cult leggings label to know. One million pairs of its signature Ultimate Leggings have been sold to date and are worn by stylish A-listers including Rosie Huntingon-Whiteley, Nicole Kidman and Maya Jama.

Maya Jama showcased a scoop-neck Adanola unitard paired with a blazer during her outing in Soho last June - Photo by Justin E Palmer/GC Images.

However, it doesn’t hail from the yoga-loving, green juice-sipping shores of California, nor Germany’s performance sportswear hub. The hottest new name in activewear comes from the UK, specifically Manchester.

Take a cue from Kendall Jenner: the renowned supermodel and trendsetter has just been announced as the new face of Adanola's latest advertising campaign. Securing Jenner, who is among the most recognized women globally, is a significant achievement. However, it’s not surprising given Adanola's rapid growth and success.

Kendall Jenner, the quintessential 'It' girl, is the star of Adanola's newest campaign.

In the last year, the brand has experienced remarkable sales growth, with its annual turnover skyrocketing from £27.8 million to £57.1 million. Reports indicate that the previous financial year witnessed an astonishing 311 percent rise in turnover. Starting with just 12 employees in March 2022, the company has now expanded its workforce to approximately 100 at its 13,000 square foot headquarters located in Manchester's NOMA area.

This level of growth and impact is remarkable regardless, but given the vastness and saturation of the activewear market, it truly stands out as a remarkable success.

The global athleisure market is estimated to be worth over £315.1 billion ($388.3 billion) and set to reach £538.6billion by 2030. Last year the UK market alone generated a revenue of £18.7 billion ($23.1 billion).

Brands from Prada to Primark are cashing in on the huge appetite for workout gear and off-duty staples with stretch, as are high-street favourites. M&S reports over 1.3 million customers searched for sportswear on M&S.com in 2024.

In the last three years, top-tier athleisure brands such as Varley, Vuori, and Alo Yoga have established flagship stores in London. Stroll through any UK city, and you're likely to encounter a Lululemon or Sweaty Betty store. Additionally, ASDA has introduced a new line of activewear, allowing shoppers to conveniently grab a yoga set alongside their Greek yogurt at the grocery store.

In straightforward terms, athleisure represents a booming industry dominated by major corporations. So, what strategies is a brand from northern England employing to compete with these giants and emerge victorious?

Adanola's founder Hyrum Cook and CEO Niran Chana, who previously worked at Gymshark, have been making waves in the industry - James Hughes.

A significant factor in the brand's success can be attributed to their leggings. Although Adanola was established in 2015 by Hyrum Cook, it was the introduction of the Ultimate Leggings in May 2020, coinciding with the initial Covid lockdown, that propelled the brand into the spotlight. Capitalizing on the increase in home workouts and the demand for comfortable, stretchy waistbands for remote work, these leggings quickly went viral on social media and have since become the brand's top-selling item. Customers adore them for their flattering extra-high waist, sculpting support, and the lack of a mid-seam, which prevents any unwanted cling.

Their price tag, too. Where athleisure has become increasingly expensive and it’s not unusual to have to spend a small fortune for a pair of status leggings (Alo’s sell for over £100) Adanola’s cost just £39.99.

“Our aim is to make the brand available to a wide audience. We want our customers to experience ease, comfort, and confidence without straining their finances,” states CEO Niran Chana. Previously with Gymshark, Chana became part of the company in April 2024.

While it is positioned as a luxury brand selling in Selfridges and Harrods, as well as its own website, prices are more akin to the high street. Logo sports socks can be picked up for £8.99, organic cotton sweaters sell for £55. The most expensive piece is the water-resistant maxi-length puffer jacket made from recycled polyester, £169.99.

The absence of a mid-seam ensures that these top-selling leggings provide a comfortable fit without excessive cling.

But where prices may be lower, quality is high and performance-wise, pieces stack up. “As a fitness professional, I really put my workout clothing to the test. I was immediately impressed by the fit of the leggings and high-quality fabric. They remain opaque during squats and the seams haven’t come apart during exercises like clean and jerks, which has been a common issue with other, more expensive leggings I’ve tried.” says Gladiators and Hollywood trainer, Jenny Pacey.

Pacey was first attracted to the brand after noticing several women wearing matching sets in the gym of luxury members club, Soho House. Her kit also includes the four-way stretch Ultimate gym shorts, yoga-ready cropped tank, and square-neck sports bra. The latter of which I have in my own gym bag and find it supportive, comfortable and flattering thanks to the removable shaping pads. It’s hard wearing, too, having done several rounds in the washing machine and retained shape and elasticity.

But pieces aren’t just for working out. An instrumental part of Adanola’s strategy has been to tap into the aspirational gym-to-brunch lifestyle touted by wholesome celebrities such as Gwyneth Paltrow and trendy social media wellness influencers. The brand’s tagline is “Everybody’s Everyday Uniform”; pull on your leggings with trainers for a class, add a cashmere jumper for coffee with friends.

Adanola's adaptable designs cater to the trendy gym-to-brunch lifestyle that many aspire to.

“Our design philosophy is rooted in simplicity and aesthetics. We prioritize customer relevance while crafting timeless pieces within our collection. We don't identify as a sportswear or fashion brand; instead, we occupy the 'active lifestyle' niche, and we remain committed to that focus in our product strategy,” Chana explains.

As a result, the designs are distinctly fashion-forward, focusing on sleek shapes in elegant, neutral tones.

This formula has resonated well with fashion enthusiasts. Style influencer Kavita Mehta notes, “These pieces exude a sense of effortless chic while ensuring high quality and durability.” Her favorite item is a sleek black jumpsuit that she effortlessly transitions from yoga class to an evening out by pairing it with heels and a tailored jacket.

You’ll find plenty more fitness-meets-fashion outfit ideas on the brand’s social media outlets which are populated with images of fashion influencers as well as real customers styling the brand. While the aesthetic is certainly glossy, it feels like a shift away from the homogenised high-pressure skinny look fitness brands have historically pushed. Images of different body sizes and shapes create a sense of inclusivity, reflected in the brand’s sizing which runs from XXS (UK4/6) – XXXL (UK18/20).

"Your 'Everyday Outfit'; slip into your leggings for a workout session, then layer with a cozy cashmere sweater for a catch-up with friends over coffee."

By embracing the modern business concepts of “inclusivity” and “authenticity,” Adanola is poised to thrive in its expansion efforts this year. “The US represents a critical market for us, and we plan to keep investing there as we anticipate growth, while also remaining mindful of the UK, which accounts for the majority of our customer base [88 percent]. We have promising initiatives underway in the UAE and Australia, where we also identify significant opportunities,” explains Chana. The brand has already collaborated with prominent influencer and former assistant to Kim Kardashian, Stephanie Suganami, to enhance its presence in the US market.

At the tail end of last year it moved into the lucrative kidswear market, launching a capsule of six designs. Mini-me versions of the most popular womenswear styles, the collection provides ample matchy-matchy outfit opportunities for the mums of Instagram.

What about this mom? In addition to sporting my leggings during downward dog, I often slip them on for school drop-offs and weekend outings at the park with my children. The waistband provides support for my lower stomach, which, after two cesarean sections, just won’t flatten out. Plus, the olive green shade adds a refreshing touch to my collection of beige and grey sweaters. They're flattering, chic, and budget-friendly – what’s there to dislike?