Growing up in Kenya, Navalayo Osembo saw that despite Kenya’s global legacy in athletics, the country had never manufactured performance running shoes that bore its name or story. This became the catalyst for her mission to change the narrative. The businesswoman founded Enda, Africa’s first performance footwear brand. The businesswoman is a trained lawyer and accountant with a professional background in international development.
The idea for Enda emerged in 2015 when Navalayo Osembo partnered with American social entrepreneur Weldon Kennedy. The duo sought to challenge the dominance of Western sports brands by offering high-quality alternative shoes designed, developed, and manufactured in Kenya.
“Enda” simply means “Go” in Kiswahili. The company works closely with Kenyan athletes to design shoes suited for various types of runners while also incorporating elements of Kenyan culture into each product line.
The brand’s flagship products are the Iten, a lightweight trainer, and the Lapatet, a cushioned long-distance trainer. These shoes are not just for performance but are also visually rooted in Kenya’s identity.
“I am proud to use something made in Kenya by Kenyans themselves. I have the shoe, used the shoe in different marathons locally and also abroad and it is a fantastic shoe.”- says a customer.
Enda has successfully positioned itself as a globally recognised brand with local roots. The company has shipped tens of thousands of shoes to more than 40 countries, building a loyal customer base across the United States, Europe, and Kenya. Its authenticity and impact-driven mission have garnered attention from international media, including Forbes, CNN, Fast Company, and The Guardian.
In December 2021, the female-led business secured $1.1 million in a Series A funding round led by Talanton, a U.S.-based impact investment fund. This round also included participation from several Kenyan angel investors. The capital was aimed at expanding Enda’s product lines and distribution channels.
In addition to her role at Enda, the businesswoman currently serves as the Director of Africa On, a pan-African initiative to enhance hardware and product development ecosystems across the continent. Africa On seeks to tackle structural barriers that hinder the growth of African hardware startups, including access to manufacturing facilities, skilled talent, and investment.
Navalayo Osembo has led Africa On to launch its Hardware Coalition, a collaborative platform connecting entrepreneurs with the resources necessary to scale locally manufactured products. She has also been instrumental in policy advocacy, encouraging governments and institutions to invest in local production capacity and reduce import dependency.
These efforts have elevated African innovators and reshaped global perceptions, positioning the continent as a creator, and exporter of world-class solutions.
