May 02, 2025

Enda: Weaving Sustainability into the Fabric of Athletic Success

By Professor Wycliffe Njororai

In a world increasingly aware of its environmental footprint, the choices we make as consumers carry significant weight with long term consequences. This holds especially true in the realm of athletic wear, where performance often overshadows considerations for the planet. From trainers to tennis balls, football kits to wire fishing, sport generates enormous quantities of waste. Much of it ends up in landfill. Yet the power of sport to achieve impressive physical feats can be harnessed to change this story. With the right mindset, dedication, and effort, the sports industry can demonstrate how to shift the needle on material flows. For the last decade, the race has been on to break the two-hour marathon barrier, a feat seen until recently as superhuman. Eliud Kipchoge managed to dip under in 2019 under controlled, time trial conditions, and in 2023, fellow Kenyan Kelvin Kiptum ran tantalizingly close in an official road race. The secret to clocking these game-changing times is the emergence of innovative technology that has yielded a new breed of super shoes. Indeed Advanced Footwear Technology (AFT) has been found to make a positive impact on racing performance in long distance races.

The latest trainer technology incorporates a carbon plate in the mid-section with serious cushioning, to give athletes an extra few percent efficiency over the course of a race. Unfortunately, these trainers only last for the equivalent of two marathons – a vanishingly small amount of time. At the end of their all-too-short lives, these super shoes, like the estimated 22 billion pairs of shoes thrown away around the world each year, are simply binned.

Made from a complex concoction of compound fibres and materials, these super shoes are not easily recyclable in practice or at scale. Whether through lack of will or lack of a way, as little as 5% of shoes are recycled. Therefore, most shoes, like so many other household textiles, end up being incinerated, landfilled, or leaked into the environment. The humble trainer has a heavy environmental footprint.

Pushing limits, while treading lightly on the earth

For too long, sustainability in the athletic industry has been treated as an afterthought, something added in press releases and packaging, but rarely embedded into the core of product development or company purpose. That needs to change.

Leading this charge is Enda, we are reflecting seriously on what our role should be in that shift.

As a Kenya-based running brand, our identity is deeply tied to movement, endurance, and cultural pride. From our earliest days, we have set out to build a performance brand that celebrates and elevates Kenyan running heritage while also striving to do right by people and planet.

But we also recognize that sustainability is a long-term commitment, not a one-time credential. We’re not yet where we want to be.

Enda, meaning "go" in Swahili, embodies a spirit of forward momentum, not just in athletic achievement but also in the pursuit of a more sustainable future. This isn't a marketing afterthought for Enda; it's a fundamental principle that permeates every aspect of their operation, from the sourcing of materials to their manufacturing processes and community engagement. By prioritizing environmental consciousness, Enda is not only creating high-performance gear but also inspiring a shift in perspective within the athletic industry and empowering conscious consumers.

The brand’s commitment to sustainability states thus,

“At Enda, we firmly believe that our biggest impact lies in how we make our shoes. We are dedicated to maintaining the highest social and environmental standards, ensuring our products are crafted with care for both people and the planet. To this end, we are proud to be a Certified B-Corp.”

Enda places a strong emphasis on ethical and sustainable manufacturing practices. Recognizing that the production process can have a significant environmental and social impact, Enda partners with factories that adhere to fair labor standards and implement environmentally sound practices. This includes minimizing water and energy consumption, reducing waste generation, and ensuring safe working conditions for employees. Enda’s commitment to ethical manufacturing is often highlighted in their brand messaging and can be explored further on their "Our Impact" page. By prioritizing transparency in their supply chain, Enda allows consumers to feel confident that their purchase aligns with their values.

Positive social impact

Enda's commitment to sustainability extends beyond its products and processes; it's deeply ingrained in its company culture and community engagement. As a Kenyan-based brand, Enda recognizes the importance of local economies and strives to create positive social impact. They actively support Kenyan athletes and invest in community development initiatives, fostering a sense of shared responsibility and progress. Information about their support for Kenyan athletes can often be found in their "Our Story" section and through news articles about the brand. This holistic approach demonstrates that sustainability for Enda is not just about environmental protection but also about creating a more equitable and thriving society.

The beauty of Enda's approach lies in its seamless integration of sustainability and athletic performance. Their shoes and apparel are not just "eco-friendly" alternatives; they are designed and engineered to meet the demands of serious athletes. By focusing on innovation and utilizing high-performance sustainable materials, Enda ensures that athletes don't have to compromise on their goals to make a responsible choice. Their products are rigorously tested and designed for comfort, durability, and performance, proving that sustainability and athletic success can go hand in hand.

The Enda shoes are designed with the input of Kenyan athletes and crafted with sustainable materials to deliver a responsive and comfortable ride while minimizing its environmental impact. Details about the Enda shoes and their design philosophy can be found on their "Our Shoes" page. This dedication to creating high-performance gear with a conscience resonates with athletes who are increasingly aware of their environmental footprint and seek out brands that align with their values.

Beacon of hope: Our Power, Our Planet

In a market saturated with fast fashion and environmentally damaging practices, Enda stands out as a beacon of hope. They are demonstrating that a different path is possible – one where businesses prioritize people and the planet alongside profit. By transparently embracing sustainability as a core value, Enda is not only creating exceptional athletic wear but also inspiring a broader movement towards conscious consumption within the sporting world.

Enda's impact extends beyond its immediate customer base. By showcasing the viability and desirability of sustainable athletic wear, they are challenging other brands to reconsider their practices and explore more environmentally responsible alternatives. This ripple effect has the potential to drive significant change within the industry, leading to a more sustainable future for athletic apparel and footwear. Organizations like "Sustainable Apparel Coalition" are working to promote such industry-wide changes.

Conclusion

Enda is more than just a sportswear brand; it is a powerful agent for sustainability and athletic success. By embedding environmental consciousness into every facet of their operation, from material sourcing to manufacturing and community engagement, Enda is proving that high-performance gear can be created responsibly. They are empowering athletes to pursue their passions without compromising their values, inspiring a shift towards conscious consumption, and challenging the industry to embrace a more sustainable future. As the world continues to grapple with environmental challenges, brands like Enda offer a compelling vision of a future where athletic achievement and environmental stewardship go hand in hand, propelling us all towards a healthier planet and a more sustainable way of life. Choosing Enda is not just choosing high-quality athletic wear; it's choosing to be part of a movement that believes in a better future, one stride at a time.