Enda Athletic

What Enda Athletic does

Enda Athletic (Enda Kenya) is a Kenyan direct-to-consumer athletic footwear brand operating an e-commerce storefront at ke.endasportswear.com alongside select retail partners in Kenya. The company's catalog is organized into Jogging, Trainer, and Running collections, with women's SKUs including the Lapatet AC (KSh15,500) and the Tai Jogger (KSh13,500) priced in a tight KSh13,500–15,500 band. Free shipping is offered above a KSh100 threshold, supporting online conversion.

The business model is a hybrid DTC-plus-retail consumer goods play: revenue is generated through unit sales of athletic footwear to Kenyan consumers at roughly $100–$120 per pair, with a free-shipping promotion used as a conversion lever on the e-commerce site. No funding rounds, acquisitions, headcount figures, leadership bios, patents, or third-party certifications are disclosed, and the company maintains a social media presence across Instagram, Facebook, X, and YouTube for brand-building and consumer engagement. Geographic scope is explicitly Kenya (KEN); no international expansion, B2B contracts, or technology platform components are described in the available data.

Name

Enda Athletic

Legal name

Enda Kenya

Website

https://ke.endasportswear.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Enda Athletic is a Kenyan direct-to-consumer athletic footwear brand selling running, training, and jogging shoes online at ke.endasportswear.com and through Kenyan retail partners, priced KSh13,500–15,500 per pair.

Ownership category

akta.pro rank

Product category

Athletic Footwear

NAICS

Footwear Manufacturing (3162), Shoe Retailers (45821)

SIC

Sporting & Athletic Goods, Nec (3949), Retail-Shoe Stores (5661)

akta.pro primary industry

Athletic & Performance Footwear (CRAAACAA)

akta.pro secondary industries

Performance Running Specialty Retail (CRAMACAA), Training & Cross-Training Footwear & Apparel Retail (CRAMACAD)

Keywords

• Athletic footwear
• Running shoes
• Training shoes
• Jogging shoes
• Sportswear

Headquarters

HQ city

Nairobi

HQ country

Kenya

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Product Sales: Direct-to-consumer sales of athletic footwear and apparel through e-commerce and retail channels. Revenue generated from one-time product purchases with prices ranging from KSh13,500 to KSh15,500 for footwear items.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Enda Athletic designs and sells performance athletic footwear, offering running, jogging, and training shoes for men and women. Products are sold direct-to-consumer through the ke.endasportswear.com e-commerce storefront and through retail partner stores in Kenya, with prices ranging from KSh13,500 to KSh15,500. The brand blends Kenyan craftsmanship and heritage with performance features aimed at world-class athletes and everyday runners.

Product overview

Enda Athletic is a Kenyan athletic footwear brand offering a focused portfolio of running, jogging, and training shoes for men and women. The product lineup includes the Lapatet AC (a stability running shoe for women), the Tai Jogger (a comfort-focused jogging shoe for women), and collections spanning Jogging, Trainer, and Running categories. Products are positioned around Kenyan craftsmanship and world-class athletic performance, with prices ranging from KSh13,500 to KSh15,500.

Differentiator

Problem solved

Functional benefit

Products and services

• New Lapatet AC Women Black A women's running shoe designed for comfort, stability, and support over long distances, positioned as a core performance running product. Priced at KSh15,500.
• Tai Jogger Women White A women's jogging shoe designed for easy runs, offering comfort and flexibility for everyday wear. Priced at KSh13,500.
• Jogging Collection A product line of jogging shoes designed for easy runs, focused on comfort and everyday wearability, connecting athletes through accessible footwear.
• Trainer Collection A product line of versatile training shoes designed for workouts and varied athletic activities, suitable for cross-training and everyday training use.
• Running Collection A product line of performance running shoes built for speed, with stability and support engineered for long-distance competitive running.

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record.

• World-Class AthletesOthersEnda collaborates with world-class athletes to develop and validate performance footwear. These athlete partnerships provide product feedback and lend credibility to the brand's performance claims.
• Communities and OrganizationsOthersEnda partners with communities and organizations to celebrate the spirit of running and drive community engagement around athletic pursuits.

Scale indicators1 record

Recent moves1 record

Expansion highlights4 records

Broad incumbents

• Adidas: Global athletic incumbent with running-specific Ultraboost and Adizero lines plus deep cultural collaborations. Relevant as the broadest competitor Enda would face in DTC and retail expansion.
• ASICS: Japanese athletic footwear giant with a strong performance running core. Operates much more broadly than Enda but its GEL and running lines are direct substitutes in the same buyer consideration set.
• New Balance: Athletic and lifestyle footwear incumbent with a meaningful running franchise (FuelCell, Fresh Foam). Comparable in that it competes across running, training, and lifestyle, overlapping Enda's full product taxonomy.
• Nike: Largest global athletic footwear brand with marquee running lines (Pegasus, Vaporfly). Sets the pricing, athlete-sponsorship, and retail-shelf benchmarks Enda must compete against in every geography.

Direct peers

• On Running: Swiss premium running brand that grew from a niche performance story into a global athletic brand via DTC and athletic collaborations — a path Enda is attempting to replicate from an African heritage angle.
• Altra Running: Performance running brand built around a distinctive technical positioning (zero-drop, wide toe-box). Comparable to Enda as a specialty running brand with strong community/athlete engagement and a focused product line.
• Saucony: Established running shoe brand with deep heritage in performance running and training categories. Comparable in product taxonomy (running/trainer/jogging segments) to Enda's three-collection structure.
• Hoka: Performance running specialty brand owned by Deckers. Built its identity around maximalist cushioned running shoes for distance runners — the same core use case Enda targets — making it the most directly comparable product peer.
• Brooks Running: Pure-play running footwear brand focused on road, trail, and training. Competes head-to-head with Enda in the running-specific specialty category and is the benchmark for runner-led brand loyalty.

Emerging players

• Salomon: Trail and outdoor performance footwear brand. Adjacent rather than direct — comparable as a heritage-rooted performance brand using athlete partnerships to build credibility into new running-adjacent categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/endasportswear
• YouTubeyoutube.com/channel/UC2DIUgKU5XMucxirG0tk6lA
• Facebookfacebook.com/EndaSportswear
• Instagraminstagram.com/endasportswear

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Enda Athletic