UMM AI 
The Project
Client
Enda Sportswear
Industry
Sportswear & Ecommerce
Services
- Brand Strategy & Digital Experience
- Experience Design
- Digital Commerce Platform Development
- Growth Engineering
- Digital Marketing & Performance Optimization
UMM partnered with Enda Sportswear to transform its digital presence and strengthen its position as a globally recognized Kenyan performance brand. UMM led the complete brand-to-digital journey, including website redesign, ecommerce development, global storefront expansion, and ongoing digital initiatives across international markets.
Delivering Tangible Business Transformation in Sportswear Ecommerce
The new Enda Sportswear digital ecosystem transformed the brand’s online presence from a product-focused website into a global commerce experience. UMM created a platform that reflects Enda’s Kenyan heritage, performance-driven identity, and international ambitions while enabling customers across multiple regions to discover, explore, and purchase products seamlessly.
6+
Global Markets Enabled
The ecommerce platform was structured to support customers across the US, UK, Kenya, Europe, Brazil, and additional international markets, creating a foundation for global expansion.
360°
Brand-to-Commerce Transformation
UMM managed the complete digital journey, from brand positioning and experience design to ecommerce development and ongoing growth initiatives.
1
Unified Digital Brand Experience
A single scalable platform brought together Enda’s storytelling, product experience, and global customer journeys through a consistent digital ecosystem.
Tech Stack
Building a Global Commerce Platform for Performance Sportswear
Global ecommerce ecosystem enabling brand storytelling, international expansion, and seamless sportswear shopping experiences worldwide.
Challenge
Building a Global Digital Identity for a Kenyan Performance Brand
Enda Sportswear had established itself as a pioneering Kenyan running brand but needed a stronger digital foundation to compete in global markets. The challenge was to create a premium online experience that communicated the brand’s story, supported international ecommerce, and enabled customers worldwide to connect with Enda’s products and mission.
Solution
Building a Global Ecommerce Experience for Performance & Purpose
UMM delivered a complete digital transformation across brand, technology, and growth.
Brand Experience & Digital Positioning
Global Ecommerce Platform
Experience-Led Website Design
Brand Experience & Digital Positioning
Refined Enda’s digital presence to communicate its Kenyan roots, performance philosophy, and global ambitions through a stronger brand experience.
Global Ecommerce Platform
Designed and developed an ecommerce ecosystem supporting international customers, product discovery, regional journeys, and seamless purchasing experiences.
Experience-Led Website Design
Created an engaging user journey combining storytelling, product exploration, and conversion-focused interactions for runners worldwide.
Digital Growth & Marketing Initiatives
Supported ongoing digital initiatives to strengthen brand awareness, customer engagement, and market expansion across multiple regions.
Key Metrics
5+
The platform architecture enables Enda to serve customers across multiple regions with localized experiences designed around global ecommerce requirements.
3x
Enhanced navigation, storytelling, and product presentation make it easier for customers to explore Enda’s performance footwear and understand the brand’s unique value proposition.
100%
The redesigned platform provides Enda with a flexible digital foundation capable of supporting new products, markets, campaigns, and future growth initiatives.
