BASF aims to inspire with Infinergy brand revamp
Chemicals group BASF has launched a new brand strategy, Empowering Movement, for its Infinergy thermoplastic polyurethane (E-TPU).
The material, which is used by adidas for Boost, creates a cushioning effect in footwear and can be used in applications from bicycle seats to tennis raquets.
The revamp includes a virtual showroom with three areas: Identity Area, presenting the new branding philosophy; Showroom Area, showcasing projects with key partners; and Resource Area, where new applications are explained.
Dr Jens Dierssen, business manager of Infinergy at BASF, said: “Infinergy has always been synonymous with innovation, pushing the boundaries of chemistry to enhance inventions, such as Dunlop rackets, adidas Boost shoes, and Ergon Saddles.
“Through the ‘Empowering Movement’ strategy, we want to connect with brands and their customers, and spark an engaging dialog on how Infinergy can help unlock design potential.”
