Enda Sportswear is a Kenyan brand which made history as Africa’s first professional footwear and gear. During the 2024 Paris Olympics, the firm sponsored three African nations; Eritrea, Comoros and Gabon.
The sportswear brand was founded in 2015 by Navalayo “Nava” Osembo Ombati and Weldon Kennedy. Enda was brought about as a means of sharing Kenya’s running culture with the world.
In 2016 more than 1,000 people from around the world came together to make this a reality by backing Enda’s crowdfunding campaign to make the first Kenyan running shoe: lightweight trainer, the Iten.
The shoes go beyond running. They not only serve as a fashion statement but also as a way of bringing to light different social issues and sharing culture. All the shoes have Kenya’s national motto “Harambee” inscribed on their soles.
Enda is a Swahili word meaning “Go”. According to the firm, inspiration for the brand name is from crowd cheers during sports events in Kenya. At the peak of a game or race, the whole crowd will be on its feet shouting, “Enda! Enda! Enda!”.
Navalayo Osembo Ombati wanted to become a lawyer before she was drawn into the dream of wanting to change how the world viewed Africa.
“I knew that Kenyans are very good at sports, especially athletics, and wanted to create a social enterprise that would capitalize on this success to create something big that would bring the benefits of the running shoe industry back to the home of running champions,” Nava told britishcouncil.org.
While Enda Sportswear continues to grow, Navalayo notes some of the challenges of growing a business in Kenya and Africa.
“I see business as a series of small breakthroughs rather than this one big magical moment.” Well, these small breakthroughs look like magical moments in themselves for Enda.
Navalayo recalls her “most memorable one was when Luptia Nyong’o wore our shoes to the Afropunk Festival in New York in 2017. And later in 2019, she and Winston Duke, while on the Complex Sneaker show, talked about our shoes and the importance of having a running shoe coming out of Africa”.
Navalayo considers this an achievement and when reflecting on that moment she says: “I still get goosebumps when I think of both events and I am forever grateful for her support in highlighting our brand”.
Enda Sportswear is the first manufacturer of professional running shoes in Africa and hopes to one day become the top running shoe brand in the world.
Navalayo was part of the Creative DNA Programme, a British Council programme supported by the Foreign Commonwealth Office designed to support fashion businesses in Kenya, and develop skills, knowledge and networks in Kenya and the UK.
The programme is focused on promoting alternative and innovative approaches to the global fashion system, aiming to demonstrate that the fashion sector in Kenya is a professional choice for young people and a valuable contributor to the creative economy.
