Thanks to popular culture and mass tourism, the Maasai have become the iconic face of Africa in recent decades. Their image is displayed in brochures, magazines, and on billboards around the world. Despite their fame, the Maasai are fast losing their material culture and profound knowledge of livestock, environment and wildlife. Their culture is facing growing challenges from both outside and within as they embrace developments and formal education. The traditional rites of passage that pass Maasai cultural values and knowledge from one generation to another are waning. The passing of traditional elders, a lack of documentation and rapid modernization are obliterating Maasai traditions and knowledge. Spurred by a burgeoning tourist market, non-Maasai vendors are pirating and eroding traditional crafts at the expense of Maasai artisans and communities. With their culture at a crossroads and their traditions disappearing, the Maasai must act fast to preserve their heritage and make their communities the primary custodians and beneficiaries of their knowledge and art. There is need of the “Maasai” brand to be observed and conserved in a form that is true to traditional values and in way that can be learned and appreciated by the generations of Maasai to come. It is with this in mind that a young generation of Maasai is seeking out its cultural roots and a sense of identity. The ground swell of interest is timely, but the task of recovering a fading heritage is daunting. It calls for galvanizing communities scattered across the Rift Valley, gathering a wealth of cultural practices and knowledge, and creating an awareness of traditions and their meaning, It also calls for institutions to perpetuate Maasai heritage and build capacity to harness the potential of Maasai knowledge, skills and art. In order to support this movement, SORALO is currently creating a Maasai Cultural Heritage