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.