Inspired by former U.S. President Obama’s insight that to change Africa, you must be on the ground, Navalayo Osembo-Ombati returned to Kenya to launch Enda. Coming home meant giving up a UN job for the London School of Economics graduate. But this native of Eldoret, home of many distinguished distance runners, would be the first manufacturer of premium, high-performance running shoes in Africa. With Enda, Navalayo sought to translate Kenya’s sporting legacy into economic development through job creation, investing in communities, and building the country’s reputation as a maker of great products.

Enda’s collaboration with international designers and local athletes, combined with diversification strategies that include physical, virtual, and wholesale retailing, led to rapid growth. A premium brand, close to 90% of its customer base is American, nearly 10% European, and the rest African. To balance this, Enda leverages the other end of its supply chain to offer more affordable styles that sell for around 90% less to local consumers.

The Kenyan influence originating in Enda’s colors, patterns, and style names links global customers to Kenya’s running heritage. Each shoe sole is stamped with Harambee, meaning ‘community.’ Enda invests 2% of revenue in community projects. An organization teaching life skills through sport in Korogocho, Nairobi, an NGO in Nandi County that buys livestock to enable women to generate income, and a coastal organization that transforms girls’ lives through sport have all benefited. In addition, Enda provides direct cash grants to athletes.

Navalayo’s ambition is to establish Enda as one of the world’s top three performance running brands, to be Africa’s cultural shoe brand, to create employment for thousands of people, and to be an inspiration for millions.