Enda Iten shoes are named after a town in Kenya's Rift Valley that is a hub for some of the world's best middle and long distance runners. World champions such as Mo Farah and David Rudisha have trained there.
It's thought the Rift Valley's high altitude 8,000m above sea level is partly responsible for Kenya's success in track and field, as the thinness of oxygen pushes lung capacity.
Enda's founders went to Iten to get feedback on their prototype, talking to athletes about what they need from a running shoe.
Kenyan runners Joanne Cherop and Justin Lagat are working with Enda to develop the sneakers. In the future the brand hopes to be able to sponsor Kenyan athletes through the Olympics and other international competitions.
David Rudisha – One of Kenya's most famous athletes is David Rudisha, who smashed the Men's 800m record to win gold at London 2012.
Rudisha trained at the famed running camps of Irish priest Colm O'Connell, pictured right, in Iten. O'Connell is a missionary who arrived in Kenya in the 1970s and became so good at coaching children he was asked to pick the national team.
Wilson Kipketer – Another Kenyan athlete trained by Father O'Connell at Iten is Wilson Kipketer, who held the 800m world record for 12 years until Rudisha beat him in 2012. Representing his adopted Denmark, Kipketer won Olympic silver (2000) and bronze (2004).
Kipchoge Keino – Kipchoge Keino was one of the first athletes to set the bar for Kenyan running back in the 1960s. Keino won two Olympic golds and two silvers before going on to found an athletics training camp at Eldoret, near Iten.
Kenya's Mary Keitany became the World Half Marathon champion in 2009 and won the London marathon in 2012 with a time of 2:18:37 -- making her the second fastest woman (behind Great Britain's Paula Radcliffe) ever to run the event. Keitany pictured during a training run near Iten.
Moses Kiptanui, who was born in the Rift Valley, is a three-time world champion in the 3,000m steeplechase .He set the world record for both the 3,000m and the 3,000m steeplechase in 1992 and won silver at the Atlanta Olympics four years later.
Kenya's athletic success isn't just in running -- last year, Julius Yego became the first Kenyan field athlete to win a medal at the World Championships with a gold in javelin. Famously, he taught himself javelin from YouTube. "He's a poster child of what you can do if you get into sports," said Enda co-founder Navalayo Osembo-Ombati. "I don't know if he has an idea of how much of an impact he made."