Kenya is known for many things including being the country that produces some of the greatest athletes in the world.
Eliud Kipchoge, Kelvin Kiptum (Rest in Peace), Ferdinand Omanyala, and Faith Kipyegon are just but a few of Kenya’s world beaters.
If Kenya could produce some of the world’s best athletes, how about having them run in Kenyan-made running shoes?
A young Kenyan woman grappled with this question for long before deciding to do something about it.
Courtesy of Navalayo Osembo, Kenya will not only be known for producing world-class athletes but the shoes they run in too.
Her dream is to have her running shoe brand, Enda, among the to-go-to shoes used by athletes in global competitions.
For Navalayo, growing up around athletes motivated her start-up to create one of Kenya’s running shoe manufacturing companies.
How was she going to make her love for sports not only for development but also as an economic benefit?
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The Story Behind Enda Running Shoe Company
Having been raised in a city close to the home of champions, Eldoret, Kenya, she developed an early interest in sports.
Navalayo studied law for her undergraduate studies along with a Certified Public Accountant’s certification before proceeding to the London School of Economics for a Master’s degree.
Upon her return to Kenya, buoyed by the Wimbledon frenzy she witnessed while in London, she started a tennis academy in Bungoma, Western Kenya that supported young talents.
She would soon close the academy to take up a job opportunity at the United Nations in New York but the desire to do something in the realm of sports back in her home country remained.
In 2015, she met with Weldon Kennedy, a running shoe nerd, with whom they shared a strong desire to help Kenya benefit more from its athletics prowess and that marked the birth of Enda Shoe.
They named the company Enda, a Swahili word that means ‘Go’.
In Kenya, during sports activities, you will hear coaches and fans alike shouting, Enda! Enda! Enda! to push or encourage athletes or players and this was her motivation for the name.
Getting investors who believed in their project was not quite easy at first.
After investing their resources to crystalize the idea, they opted for the crowdfunding community at Kickstarter to bring Enda shoes to market.
The Different Types of Shoes Available at Enda
Enda Athletics Inc. offers both men’s and women’s running footwear on both retail and wholesale.
These shoes are designed to specifically bring out the Kenyan culture while ensuring comfort for athletes.
The Enda Athletics logo is curated to look like a spear inspired by the Arm of Government spears from the Kenyan flag.
Each collection has a story inspired by the rich cultural heritage of Kenya.
The shoe options are designed for different athletic activities whether it is long-distance running or short-distance running or gym training.
For instance, the Enda ITEN shoes are lightweight shoes that are great for speed workouts.
Enda LAPATET shoes are designed to support longer runs due to their overall comfort and the design support for efficiency.
The last category is the Enda KOOBI FORA which is waterproof and mostly used in trail running activities.
The Koobi Fora is inspired by the archeological site, Koobi For located in Northern Kenya.
Ranging from Kshs.9000 ($64) to almost Kshs.15,000 ($112) the shoes are available for sale around the world.
Currently, Enda has expanded to more than just running shoes and has other sportswear including merchandized shirts.
With a descriptive packaging bag, Enda Athletics Inc. aims to spread the unique quality of its product while also marketing Kenya as the home of athletics champions.
Challenges that faced the creators of Enda Athletics Inc.
As a small company, playing in the same field as global brands like Adidas and Nike makes athletes a bit skeptical of the quality of Enda shoes even before they experience them.
The problem of getting enough capital to propel the funding of the company delayed the operations and launch. However, crowdfunding kept the business going.
Navalayo also had to quit her main job at the United Nations, New York, to come back to Kenya to fully run the business.
She faced criticism especially since many people could not believe she left the United Nations, but her passion for Enda motivated her.
The road ahead for Enda running shoes
Navalayo encourages any business person to just start. It is only through starting that you get propelled towards the right direction in the business.
“Trying is the key element. Just get in and try. The worst that you could do is go back to where you were originally but if you don’t try then you have this thing hanging over your head of what could have been. As Enda, we are not waiting for anything. We’ll go till we get to where we are going.”
Navalayo Osembo
In partnership with Kilifi-based Umoja Rubber Products Limited, a long-term footwear manufacturer in Kenya, Enda has a team of 42 employees producing about 300 pairs of shoes per day when most global brands still make their shoes in China.
In December 2021, after raising US$ 1.1 million in a series A funding that was led by American Venture Capital firm Talanton, Enda Sportswear CEO Navalayo Osembo had this to say;
“We’ve been working hard to fulfill orders as thousands of people around the world are discovering our shoes. It is an exciting time for our company. This is our moment to invest in further growth and help even more people ‘Run Kenyan’ in 2022”
Navalayo’s vision is for Enda to be one of the top three running shoe brands globally, and while at it, create employment for thousands and inspire millions more. As a woman-led company, Enda and Navalayo are already changing the narrative in an industry dominated by men, white men.
