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Introducing Kenyan athletic excellence to U.S. runners through AGOA

Published on January 24, 2018


The Hub recently sponsored a trade show booth for Kenyan running company, Enda, at The Running Event in Austin, Texas. Under the direction of its two co-founders, Kenyan Navalayo Osembo-Ombati and American Weldon Kennedy pictured above, Enda wants to introduce its Kenyan-made and Kenyan-inspired shoe to the U.S. market through the African Growth and Opportunity Act (AGOA).

Co-Founder Kennedy was optimistic about exporting to the U.S. market following the event.

“The opportunity for exporting running shoes to the U.S. is huge. It's a crowded marketplace, but many of the brands are offering very similar brand stories and products. In recent years, new players have shown that customers are hungry for something different. So there's significant opportunity for new brands to come in and make waves if they can offer a different brand, different products, and services unlike anything else the competition is doing,” said Kennedy.


Kennedy reports 24 business linkages from the event with a potential order value of $27,500. He engaged with runners, retailers, importers, producers of complementary products and media teams.

“It was a great opportunity to meet key players in the industry, connect with retailers, and better understand the market. The Hub was a key part of the experience not just in helping us go, but in connecting us with event organizers and advising us on how to make the most of the opportunity."

Enda was founded with a mission of bringing a bit of Kenyan athletic excellence to runners everywhere and fueling economic development in Kenya.