Navalayo Osembo, one of the founders of the Kenyan athletic footwear brand Enda, presented the Iten - Enda's first shoe - to four investors during the television's inaugural series of the Lions Den. The program is the Kenyan equivalent of the Shark Tank, an international TV series in which hopeful entrepreneurs pitch their businesses to a group of investors, trying to convince any one of the “sharks” to invest money in their idea. The Kenyan Den consists of five Lions who are investors, venture capitalists and respected entrepreneurs in the country. As reported by Sporttextiles.com, Osembo pitched successfully and received an offer of $60,000 in funding from Kris Senanu, one of the venture capitalists on the show. However, she refused the offer because the investor asked for more equity in Enda than she was ready to offer. Osembo told the panel that Enda has already sold 1,000 pairs of its first running shoe, and is targeting 10,000 pairs for 2017.

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