The Goal Of Enda Is To Run In America.

Athletes and scientists have been studying for many years why there are many top runner in the world from Kenya, the East African country of 43 million people. Since 1980s, Kenya has dominated the international long distance race and has won more than 50 Olympic gold medals.

In the 28 Boston men marathon competition held since 1988, the Kenya people won 20 times.

At present, the top ten men and women marathon athletes in the world are 8 and 4 from Kenya.

In order to explain this phenomenon, scientists studied it.

The eating habits, the influence of altitude, and the frequency of local children running to school.

Some people call it genetic reason, while others think Kenya people's advantage in running affects local people.

Now, two entrepreneurs are going to launch the sneakers made in Kenya on the basis of these legends.

Navalayo Osembo is from Kenya, and Weldon Kennedy is from the United States. The two people have set up a shoe company Enda, which means "go".

Osembo said the goal of the company was to enable Kenya to gain economic benefits from the running industry.

Osembo came from a village near Eldoret, where there have been many races.

The trademark of the company is a spear which evolved from the national flag of Kenya. "For us, spear is a symbol of freedom."

Last year, I said in a blog post.

Although in Kenya

Brand building is a very clever way, but it is more difficult to do than to speak.

Kenya's textile manufacturing industry is very small. Many companies such as Switzerland's Bata and Taiwan's New Wide make shoes and garments in Kenya, but none of them manufacture sports shoes.

Most of the components of Enda shoes are imported from China's Dongguan factory and assembled in Kenya, and are operated by Jones, Vining, an American shoe manufacturer.

Osembo and Kennedy hope that the final production process will take place in Kenya.

Enda also wants to pass on Kenya culture to American consumers. "In fact, now you ask people about Kenya's impression, they think of runners, wildlife and poverty," Kennedy said.

Enda hopes to make people understand the design, technology and innovation content that the country is developing.

If the Kickstarter chips are successful, Enda will start production in September. It has now designed a shoe version, with a lighter weight, a different thickness of the front and rear sole, and wider feet.

Enda's target is American running enthusiasts. According to the company's survey, these people spend about $100-125 a year on running shoes.

Enda's shoe price is set at about $100.

Under the AGOA plan, the import of these shoes to the United States will be tax-free.

At the same time, Kennedy also hopes to pass the running culture of Kenya -- a sense of belonging to a team.