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Adanola grows Awareness, Consideration and Claimed Usage in the Women's Activewear category in the UK

Fashion & Sportswear · United Kingdom ·

A woman with her hair slicked back lies on her side in a lilac top and dark skirt, one arm raised over her head, against a pale grey wall.
Author
Tracksuit Marketing Science Team
Published
Source
Tracksuit
Brand
Adanola
Industry
Fashion & Sportswear
Region
United Kingdom

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What moved (Oct '25 – Sep '26)

MetricOct 2025 → Sep 2026Change
Awareness10% → 14%+4pp
Consideration6% → 9%+3pp
Claimed Usage3% → 5%+2pp
Line chart of Adanola among UK women brand funnel over time, Oct 2025 to Sep 2026.
Adanola funnel: Women's Activewear (Female Only), United Kingdom. 3-month rolling average.

What's behind the growth

Adanola's brand-building rests on fresh backing, retail space, campaigns and creator content. In August 2025, it announced a minority investment from STORY3 Capital Partners, which it said would help it expand in its home UK market and in key growth markets including the US. In September 2025, it reopened its Selfridges Manchester Exchange Square space as a 990 sq ft shop-in-shop. On 29 January 2026, it launched its global Spring 2026 campaign online, fronted by British model Lila Moss. Modash's analysis of about 2,000 pieces of Adanola-sponsored influencer content across Instagram, YouTube and TikTok also found that 40.5% was posted by British influencers.

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