Senda Athletics, the pioneering Fair Trade-certified soccer and futsal brand, announced today the commitment of $1.5 million in its seed funding round from some of the most influential names in the NWSL and USL.
High-Profile Investors Back Senda Athletics
The company’s latest investment round includes backing from major figures across the global sports industry, including Michele Kang, Founder and CEO of Kynisca and owner of OL Lyonnes, Washington Spirit and London City Lionesses, alongside John Neace of Louisville City FC and entrepreneur Marc Effron.
The expanded seed round reflects growing confidence in Senda Athletics ahead of the 2026 World Cup and the brand’s expansion into elite outdoor football footwear.
The seed round has been expanded ahead of the 2026 World Cup, with an additional $2.5 million available for investment which will fuel the brand’s expansion into 11-a-side soccer.
After two years of development and testing with professional athletes, the brand introduces the Senda Rosario™ Elite and Senda Mendoza™ Elite.
Senda Athletics Launches Elite Outdoor Soccer Footwear Line
MIAMI, FL – May 26, 2026 — Senda Athletics, a brand recognized for developing Fair Trade-certified soccer and futsal products, announced today the launch of its elite outdoor soccer footwear line: the Senda Rosario™ Elite and Senda Mendoza™ Elite cleats.
This launch represents the company’s first major leap into firm ground (FG) footwear following more than two years of research and development. After two years of development and testing with professional athletes, the brand is ready to go to market.
Senda is more than a brand; it’s a movement that brings the passion of Latin American soccer and the integrity of Fair Trade to the global game.
The CEO’s Vision: From Passion to the Global Elite
Behind Senda Athletics is Santiago Halty, an Argentine-American entrepreneur whose story embodies the spirit of resilience.
Halty founded Senda in 2010 with the vision of creating a soccer brand rooted in culture, ethics, and creativity.
Santiago has led the company from the ground up, a process he has documented in a documentary miniseries where he honestly recounts the challenges of maintaining social justice principles in an industry of giants.
His leadership has been key in securing investments from figures such as Michele Kang, Founder and CEO of Kynisca (OL Lyonnes, Washington Spirit, London City Lionesses), John Neace (Louisville City FC), alongside Marc Effron, a South Florida-based entrepreneur known for his ventures in the sports and entertainment sectors.
Additional strategic investments came from the Oregon Sports Angels, a prominent angel network supporting sports innovation.
“Senda is more than a brand; it’s a movement that brings the passion of Latin American soccer and the integrity of Fair Trade to the global game,” says Halty.
“We partnered with Fair Trade USA on this project, and we couldn’t have done it without them. These cleats will be on the pitch at the World Cup like Cape Verde goalkeeper Josimar Evora DiaS “Vonzinha”, as well as Maxime Crepeau, Canada national team goalkeeper, with a dozen players in the MLS.”
These cleats will be on the pitch at the World Cup alongside players competing at the highest levels of the game.
Field-Validated Innovation: From Futsal to Professional Soccer
What makes this launch unique is its technical origin. Senda has built these cleats on its futsal heritage, where ball control and agility are paramount.
To guarantee elite-level performance, the Senda Rosario™ Elite FG and Senda Mendoza™ Elite FG models have been tested for more than nine months by professional players, including MLS athletes, ensuring that every detail meets the demands of high-level competition.
Qualified athletes’ insights were used to develop the product.
Senda Rosario™ Elite – Explosive Speed
Designed for the attacker seeking aggressive acceleration. It features a lightweight PEBAX® outsole and Gravity Grip technology for total control at top speeds.
Senda Mendoza™ Elite – Touch & Control
Designed for the strategist who dictates the rhythm of the game. Crafted with premium microfiber, it focuses on touch precision, balance, and the stability necessary for intelligent playmaking.
It features a lightweight PEBAX® outsole, too.
What makes this launch unique is its technical origin. Senda has built these cleats on its futsal heritage, where ball control and agility are paramount.
Availability and Distribution
Both models will have a Manufacturer’s Suggested Retail Price (MSRP) of USD $224.99.
Starting May 26, 2026, the products will be available:
- Global Sales: Through www.sendaathletics.com with international shipping.
- Physical Exclusivity in Miami: At Dick’s Sporting Goods House of Sport (7239 N Kendall Dr, Miami), the confirmed location to experience Senda in person.
About Senda Athletics
Founded in 2010, Senda Athletics is a brand recognized for developing Fair Trade-certified soccer and futsal products.
Its equipment, ranging from soccer balls to technical Gravity Grip socks, is used by international stars and has been the official choice for prestigious tournaments featuring clubs such as Atlético de Madrid and Juventus.
Media Contact
Email: Alejandra@obviomerdia.com
Phone: +1 305 7331313