Manchester-based activewear brand Adanola has launched its latest collection in collaboration with model Hailey Bieber.
The launch builds on Adanola’s growing list of celebrity collaborations, including a partnership with model and influencer Kendall Jenner in 2025.
Founded in 2015 by Hyrum Cook, Adanola was valued at £400m last year after securing a significant minority investment from US-based private equity firm STORY3 Capital Partners.
The latest collection draws inspiration from Bieber’s love of dance and her 12 years of ballet training.
Manchester brand supported by Kendall Jenner valued at £400m
Cook said Bieber was a natural fit for Adanola.
He said: “She has a huge influence on style and culture, but also a genuine connection to movement and wellness.
“We’ve wanted to work with her for a long time, and her ballet background gave us a meaningful and authentic starting point for the collaboration.”
Bieber is understood to have worked closely with Cook and the Adanola team for more than a year to develop the collection.
Cook was included in BusinessCloud’s inaugural Founder 250 list.
