# Enda Athletic

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/enda-athletic

- Industry: Consumer Products
- Headquarters: St. George, US
- Website: www.endasportswear.com
- Latest round: Seed (Nov 5, 2019)
- Investors on record: 2

## About

Enda Athletic, Inc. is a company dedicated to producing high-quality athletic footwear that enhances running performance, particularly through innovative designs inspired by elite Kenyan athletes.Founded in 2015 and headquartered in St. George, US, Enda Athletic, Inc. focuses on creating specialized running shoes for both recreational and competitive runners. The company has received a total of 4 funding rounds, with its most recent investment being a Series A round of USD 1.100 mn led by Talanton Advisors on February 2, 2024. The company has not undergone major pivots or changes in operations since its inception.Enda specializes in high-quality athletic footwear, specifically designed to enhance running performance by promoting a midfoot strike, a technique prevalent among elite Kenyan athletes. Their core product offerings include the Iten versatile trainer, the Lapatet daily trainer, and the Koobi trail trainer, each engineered with advanced upper materials for optimal performance, breathability, and durability. These products cater to both recreational and competitive runners, focusing on providing lightweight footwear that delivers superior comfort and efficiency during runs. The shoes are marketed primarily to customers in North America, Europe, and selected African countries, tapping into a global market that values performance-driven athletic gear while honoring Kenya's rich running heritage.Enda generates revenue through direct-to-consumer sales of its athletic footwear, with each purchase contributing to social good initiatives in Kenya. Transactions are structured primarily on a retail basis, where customers can buy shoes directly through the company’s online platform. Flagship products, such as the Lapatet, are priced competitively within the market, reflecting their premium quality and performance attributes. The company also engages in promotional campaigns and special offers aimed at its customer base, further enhancing sales potential. By focusing on both individual consumers and broader market trends, Enda positions itself effectively within the athletic footwear segment.In February 2024, NVH Studios acquired Enda Athletic, Inc. from Talanton Advisors, Mizizi Capital, and Umoja Rubber Products Ltd for an undisclosed amount. This acquisition is expected to enable NVH Studios to expand its footprint in the global athletic footwear market, leveraging Enda's strong brand and innovative designs. Future growth strategies may include the introduction of new footwear models targeting diverse athletic needs and expanding into new markets across Europe and Asia by 2025.

## Funding rounds

- Seed, Nov 5, 2019 — Umoja Rubber Products Ltd, Mizizi Capital

## Investors

- Umoja Rubber Products Ltd — Seed
- Mizizi Capital (https://capitalatlas.ai/funds/mizizi-capital) — Seed