President William Ruto has invited ENDA, a Kenyan-founded global sports shoes and apparel manufacturer, to establish its production base in Kenya and expand sponsorship for local athletes.
The Head of State met ENDA’s Executive Chairman, Nana Baffour, on the sidelines of the 80th United Nations General Assembly in New York on September 23, 2025, where he extended the invitation.
Ruto said the move would not only help strengthen the ENDA brand globally but also ensure Kenya’s world-beating athletes receive greater recognition and economic value for their talent.
“I invited ENDA to explore opportunities to establish its production base in Kenya. The company has also expressed interest in marketing its brand by sponsoring Kenyan athletes. This initiative will not only strengthen the ENDA brand but also ensure our sportsmen and women, who have broken world records for decades, gain greater recognition and value from their talent,” Ruto said.
ENDA, meaning “Go” in Kiswahili, was co-founded in 2016 by Navalayo Osembo and Weldon Kennedy as Africa’s first high-performance running shoe company.
Drawing inspiration from Kenya’s running heritage, ENDA designs shoes in consultation with elite athletes from Iten and other training hubs, while incorporating local identity through colors, motifs and storytelling. Although some of its production has been based in Kilifi, much of the manufacturing has been outsourced abroad.
By moving more operations to Kenya, the company would not only cut reliance on imports but also create jobs, enhance value addition and position the country as a hub for sportswear production in Africa.
This initiative aligns with the government’s broader industrialization agenda under Vision 2030, which emphasizes local manufacturing, textile and apparel value chains, and export competitiveness.
Kenya is globally renowned for producing long-distance running champions, yet many athletes lack strong sponsorship deals.
Ruto stated that ENDA’s interest in marketing its brand through athlete sponsorships could change that narrative by offering financial backing, international visibility, and stronger connections between athletic performance and economic opportunity.
