Kenya is known for its world-class runners, however the country has benefited surprisingly little as a result given its athletes have influenced an entire cottage industry of footwear – a recent example being Nike’s Air Rift Shoe, which was inspired by the efficient barefoot style of Kenyan runners. Far from experiencing success, many talented runners remain impoverished in Kenya, with a scandal last year revealing that sports officials were embezzling large sponsorship payments from Nike that were intended to benefit poor athletes.
As a result of this, a team of local entrepreneurs are looking to create a high-performance running shoe made in Kenya for the benefit of Kenya. Their company is called Enda (which means ‘Go’ in Swahili) and their concept has been launched with a Kickstarter campaign. Enda is founded by Kenya native Navalayo Osembo-Ombati and Weldon Kennedy, an American living in Kenya. The pair met in in a local entrepreneurial workshop.
The shoe itself is something of a combination between a lightweight trainer and a racing shoe and in its construction oriented towards Kenya’s barefoot running tradition with a style focused towards the forefoot and with no arch support, but with added rubber to give protection. The first edition model makes use of colours from the Kenyan flag. The mid-sole is made from high-abrasion EVA compound and a blown rubber outer sole. It is sculpted to wrap around the foot for a secure, snug fit.
Sadly, a great deal of the equipment necessary to make a great running shoe simply can’t be found in Kenya, including high quality foam. So for now, they are starting simple but with a plan to build as they go. Their shoes will at first be made in Kenya with materials made in China. But long term their hope is to make all material parts of the shoe within Kenya. They also plan to donate a percentage of their profits to Kenyan community initiatives, as decided by Enda customers in a vote.
The team hope that one day ‘Made in Kenya’ will be an iconic brand in itself, much like the ‘Made in Germany’ moniker.