Startup Story

All avid sportspeople, especially cyclists want to find comfortable, fashionable and stylish activewear that makes them feel and look good, and which inspires them to maintain a healthy lifestyle. Entrepreneur Alice Kivuva, founder of FiveStars Africa, the unique African Inspired Sports Brand in Kenya, has created an activewear that does just that.

LoA spoke to founder Alice Kivuva to learn more about her love of cycling and her brand of activewear for her fellow cycling enthusiasts and fitness fans.

Tell us about yourself

My name is Alice Kivuva-Allie and I am a twin mommy, pet enthusiast, avid cyclist (my cycling personal-best is a 250km ride which took place on 01/01/2021), and I am also a Sports-preneur. I am the founder and CEO of FiveStars Africa Sports Apparel in Nairobi, Kenya. FiveStars Africa was conceptualized in 2015 when I took up cycling, and was founded in 2017. At FiveStars Africa, we intend to harness the power of sport to inspire and encourage women and girls to stay healthy, focused, engaged to enable them to achieve their goals. We also aim to demonstrate that products from Africa can compete in the global marketplace in terms of quality, design, affordability, and comfort. Our goal is to establishing Africa as a fashion and fitness hub by showcasing our culture, ensuring that it is understood and appreciated. I have over 15years of experience in the marketing and communications fields and have worked in aviation, non-governmental organizations, and multi-national businesses. I am passionate about encouraging more women to take up cycling by addressing barriers revolving around gender equality and environmental conservation. I am using my brand as an avenue to raise awareness on the advantages of non-motorized transportation as part of the sustainable development goals.

“At FiveStars Africa, we intend to harness the power of sport to inspire and encourage women and girls to stay healthy, focused, engaged to enable them to achieve their goals.”

“I am passionate about encouraging more women to take up cycling by addressing barriers revolving around gender equality and environmental conservation.”

What does your company do?

FiveStars Africa Sports Apparel is a woman-owned business that was born out of a desire to find a comfortable, fashionable and stylish range of activewear created with love for the African culture in bold beautiful prints, inspired by nature and life. FiveStars Africa believes in the transformational power of sports and its ability to inspire, strengthen and cultivate personal growth. We encourage women to work out with purpose and on purpose to cultivate & maintain a functional balanced and healthy lifestyle.

Accomplishments:
In addition to our physical outlet stores and online platforms, we have had the opportunity to team up with several clubs and organizations:

2018- Stanchart Marathon Kenya-Provided Marshal Cycling Kits
2019 - Current – Supplied Custom to Sports clubs locally and internationally
2021- Kenya Cycling Federation Commonwealth games & UCI Paralympics Championships (Kitted participants in both Events)

What inspired you to start your company?

My love for fitness, fashion, and beauty of the African culture. I took up cycling in 2015, and while I liked the idea of being kitted, I could not find any cycling kits that offered comfort, quality, and style. What was available in the market lacked character; they were of poor quality with dull designs, they felt like an afterthought.
My disappointment led to the realization of a gap in the market and I decided to pursue the opportunity. FiveStars Africa sports apparel was born, and we have not looked back since. In 2017, the first-of-its-kind Kenyan-owned sports brand was launched with a small range of activewear - Cycling, Triathlon, and Athleisure. It was an honor that FiveStars Africa got the opportunity to kit Her Excellency, Mrs. Rachael Ruto the wife to the Deputy President of Kenya, and Honorable Esther Passaris, Women Representative for Nairobi County, as they took up cycling.

“We want to create an opportunity for our customers to achieve more than they thought they could through fitness and health.”

“We aspire to create an environment that is inclusive and diverse by continuously promoting a healthy lifestyle in our communities if the potential of Africa is to be realized.”

Why should anyone use your service or product?

FiveStars Africa is the celebration of the African woman. Each point of the star celebrates a facet of the strong amazing woman that she is:

• The woman who exudes confidence with effortless style.
• The woman who is not confined to the world's stereotypes of what an African woman should be.
• The woman who inspires both younger and older generations.
• The woman who measures success by the Inspiration she is able to evoke.
• The woman who despite her Imperfections focuses on living her best Life.

We want to create an opportunity for our customers to achieve more than they thought they could through fitness and health. At FiveStars Africa, we give you the confidence needed to help you succeed by producing apparel that is designed specifically for women, whilst catering to all levels of sports. We are gender-inclusive and have a vibrant line that caters to men and children.

Tell us a little about your team

We are currently five employees, three of whom are female employees. All are talented, specialized, and competent. We look forward to expanding the team as our business grows.

Share a little about your entrepreneurial journey. And do you come from an entrepreneurial background?

I have always had the desire to be independent, to create, to establish, to grow a business, and linking that to the love of the African culture and fashion. My business ventures are centered on my heritage, a celebration of my culture!

My greatest source of inspiration comes from my mother. Her resilience, determination, discipline, and ability to run a business despite the hurdles she had to overcome as a widow will forever be a reminder that I have what it takes within me to be successful.

An old adage goes “there’s nothing new under the sun". The only new thing is you, so take what you see add your uniqueness and creativity to it, in your own beautiful way. Hence, my plunge into the unknown, in pursuit of my entrepreneurial dream. I have had to become a problem solver who never backs down from a challenge.

**My Mantra**
"Nothing was ever in any man that is not in you; no man ever had more power than you can attain or did greater things than you can accomplish. “You can become what you want to be". -Wallace D. Wattles

**FUN FACT ABOUT CYCLING**
Did you know that the bicycle played a role in advancing women’s rights empowerment in the 1800s? The bicycle was one invention that allowed women to easily travel without a chaperone, it brought about dress reforms and allowed women to participate in the public sphere.

Susan B. Anthony , a women’s rights activist said :
“Let me tell you what I think of bicycling. I think it has done more to emancipate women than anything else in the world. It gives women a feeling of freedom and self-reliance. I stand and rejoice every time I see a woman ride by on a wheel…the picture of free, untrammeled womanhood.”

~ Now there’s a reason to get on your bike!

“We are committed to developing an authentic African brand as a real competitive alternative to international brands, through constant improvements on the quality, design, and functionality of our apparel.”

What are your future plans and aspirations for your company?

Africa is the new frontier for the apparel business. FiveStars Africa sports apparel has tremendous potential for growth and expansion both locally and internationally. We will soon be taking on investors who will enable us to venture as far as our potential will allow. Conquering Africa’s sports scene is only the beginning. It is clear that the cultural ideas around gender have evolved. Femininity and athleticism can now go hand in hand. We aspire to create an environment that is inclusive and diverse by continuously promoting a healthy lifestyle in our communities if the potential of Africa is to be realized. We are committed to developing an authentic African brand as a real competitive alternative to international brands, through constant improvements on the quality, design, and functionality of our apparel.

What gives you the most satisfaction being an entrepreneur?

Loving what I do and seeing my ideas come to life gives me a sense of satisfaction and achievement, the knowledge that I am making a difference in my sphere of influence as a sports-preneur is priceless. Ethnic diversity adds richness to a society. Being able to look to my heritage & cultural diversity for inspiration and get to share that with the world through my apparel gives me sweet satisfaction. Staying active is a lifestyle and a choice we make every day. I desire that my venture will encourage women to get outside their comfort zone, embrace a healthy lifestyle, and live their best life.

What's the biggest piece of advice you can give to other women looking to start-up?

Until you spread your wings, you will have no idea how far you can fly. Driving into the unknown can be scary but somehow passion surpasses fear. Do not mentally box yourself because of stereotypical limitations or external noises. Do not allow other people's constraints to stop you from doing what you love and are passionate about. Enjoy, participate and be a part of all the spaces you wish after all our destiny is not written for us, but by us.

Contact or follow FiveStars Africa

Why LoA loves it….

There is nothing as inspiring as seeing exciting African brands emerging into new markets and with global growth potential. FiveStars Africa, a truly African inspired sports brand is one that definitely gets the pulse racing. Alice Kivuva is a woman entrepreneur on a mission, not only to achieve her personal sporting goals as a passionate cyclist, but also to create a proudly African inspired sportswear brand. She had the vision to imagine a brand that would excite potential customers, and is now realizing that vision to grow her brand to a whole new level. Definitely a brand to watch over the coming months! — Melanie Hawken, founder & ceo, Lionesses of Africa