Why did the home of running not make running shoes? Nava the co-founder of Enda Running explains

If you think about brands that different countries have, most people probably have two strong associations for Kenya.

Safari and running.

The safari industry is well established, with innumerate tour companies able to take you on your dream holiday seeing the Big Five.

Running, however, is an industry which is much less developed.

In fact, until Enda, there were no running shoes made in arguably the home of running!

As we discuss in this episode, Nava, the co-founder of Enda Sportswear wanted a way to promote sports in her country and settled on building shoes as the biggest impact way to do so.

In the process, Enda has become a vehicle for promoting local industry, with all of the assembly taking place in Kenya, and many parts, such as shoelaces, being produced in the region too.

Nava and I talk about all sides of the business, including where and how the shoes are currently sold, the global (ahem) footprint that the brand has, and the practicalities of setting up production of high-end footwear in East Africa.

The Enda offices are in the same place as a number of artist workshops.

We're doing the interview outside, and so there may be a bit of background noise from people moving stuff, as well as some chickens who wandered over at some point.

READ MORE AT:
https://theeastafricabusinesspodcast.com/2019/09/12/why-did-the-home-of-running-not-make-running-shoes-nava-the-co-founder-of-enda-running-explains-their-story/