• Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • A&D
  • INSTALLATION
  • MARKETS
  • AWARDS
  • EDUCATION
  • BUYER'S GUIDE
  • MEDIA
  • EMAGAZINE
  • SIGN UP
cart
facebook twitter linkedin youtube
  • NEWS
  • Breaking Flooring News
  • eNewsletters
  • PRODUCTS
  • Carpet & Area Rugs
  • Hardwood
  • Installation Products
  • Installation Tools & Equipment
  • Laminate
  • Resilient
  • Specialty
  • Tile & Stone
  • MARKETS
  • Commercial
  • Residential
  • AWARDS
  • Installation Awards
  • Top Flooring Products
  • EDUCATION
  • Continuing Education
  • Webinars
  • MEDIA
  • FLOOR Podcast
  • Videos
  • TISE 2025 Videos
  • Product Spotlights
  • eBooks
  • EMAGAZINE
  • eMagazine
  • Archive Issues
  • Contact
  • Advertise
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
    • Breaking Flooring News
    • eNewsletters
  • PRODUCTS
    • Carpet & Area Rugs
    • Hardwood
    • Installation Products
    • Installation Tools & Equipment
    • Laminate
    • Resilient
    • Specialty
    • Tile & Stone
  • A&D
  • INSTALLATION
  • MARKETS
    • Commercial
    • Residential
  • AWARDS
    • Installation Awards
    • Top Flooring Products
  • EDUCATION
    • Continuing Education
    • Webinars
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • Product Spotlights
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP
Breaking Flooring NewsResilient Flooring

BASF Launches Brand Strategy for Infinergy

BASF Brand Strategy.jpg
Infinergy is Empowering Movement: launching an all new brand strategy that connects with customers and consumers. Photo: BASF. 

September 10, 2020

BASF launched a new brand strategy, Empowering Movement, that presents Infinergy – its expanded thermoplastic polyurethane (E-TPU) – with a refreshed brand identity portraying the power of movement. BASF also introduced a state-of-the-art virtual showroom, which showcases Infinergy’s diverse applications and properties.

“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. The new brand identity embodies Infinergy’s brand promise, as well as its evolution from being the world’s first expanded thermoplastic polyurethane (E-TPU), to being a leader in the high-performance material solutions segment,” said Dr. Jens P. Dierssen, global gusiness management, Infinergy. “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.”

A bold new image for “Change Makers” and “Go-Getters”

With its italicized fonts signifying movement, Infinergy’s refreshed brand image evokes a feeling of energy and empowerment with its positivity and velocity. The letter “e” is deliberately modeled after the Infinergy E-TPU bead, while the arrow within the “e” represents the endless performance benefits the material provides with regards to responsiveness, comfort, and durability. 

“The new brand strategy targets two main audiences: Change Makers and Go-Getters. ‘Change Makers’ are those entrepreneurs and engineers that focus on creating industry-defining products that move the world forward, and ‘Go-Getters’ are consumers that enjoy the products empowered by Infinergy, such as bike saddles, rackets, tires, or sports flooring. This strategy demonstrates how the Infinergy brand empowers our customers to move to the next level,” added Dierssen.

Virtual showroom for ideation and co-creation

Inspired by the unique shape and infrastructure of the Infinergy bead, the showroom comprises three areas:

  • Identity Area – Presenting the new branding philosophy, this area helps visitors understand how Infinergy empowers movement primarily in three main sectors – footwear, sports and leisure, and flooring.
  • Showroom Area – Showcasing successful projects with key partners and customers, such as Maincal, the South American brand, for the launch of its latest Voran line of safety shoes and other renowned brands, such as Elten and U-Power
  • Resource Area – Knowledge area that allows the audience to understand new Infinergy innovations, such as the recently launched black beads and mini beads

BASF’s Infinergy has been the bedrock behind some of our customers’ leading innovations ranging from footwear to tennis rackets since it was introduced to the market in 2013. Today, millions of customers can feel the power of Infinergy in high-performance products in some of the most demanding applications, by delivering superior energy return and responsiveness compared to conventional materials.

For more information, visit infinergy.basf.com

KEYWORDS: branding marketing and sales sports flooring market

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Recommended Content

JOIN TODAY
To unlock your recommendations.

Already have an account? Sign In

  • resilient flooring

    The 7 Types of Resilient Flooring

    The resilient flooring category is comprised of many...
    Resilient Flooring
    By: Resilient Floorcovering Institute
  • QuickDrain USA’s ShowerLine linear drain

    Tips for Curbless Shower Installation Using a Linear Drain

    Consider these four tips when planning for a curbless...
    Installation How-To
    By: Darryl Jones
  • 2024 New Flooring Product Guide

    2024 New Flooring Products Guide

    We explore this year's introductions in area rugs,...
    Commercial Flooring
    By: FLOOR Trends & Installation Editors
You must login or register in order to post a comment.

Report Abusive Comment

Subscribe For Free!
  • eMagazine
  • eNewsletter
  • Online Registration
  • Manage My Preferences
  • Subscription Customer Service

Shaw Flooring Network Retailers Report Post-Election Sales Surge

Shaw Flooring Network Retailers Report Post-Election Sales Surge

What Shaw Flooring Network Dealers are Banking on for 2025

What Shaw Flooring Network Dealers are Banking on for 2025

Takeaways from the 2024 AHSG Convention & Member Outlook for 2025

Takeaways from the 2024 AHSG Convention & Member Outlook for 2025

Retailers Share Top Takeaways from Shaw Flooring Network Convention

Retailers Share Top Takeaways from Shaw Flooring Network Convention

More Videos

Popular Stories

AHF Products CEO Brent Emore

AHF Products Names Brent Emore CEO

NFM Kansas City Anso Gallery

Nebraska Furniture Mart's Second Anso Gallery Brings Collaborative Retail Model to Kansas City

wenich-mit  iStock  Getty Images Plus  via Getty Images

How Amazon Speed Can Transform Your Flooring Business


Download the Free Moisture Meters Guide

Events

December 1, 2030

Webinar Sponsorship Information

For webinar sponsorship information, visit www.bnpevents.com/webinars or email webinars@bnpmedia.com.

View All Submit An Event

Poll

Investing in your Business

What's Your Top Business Investment Priority for 2025?
View Results Poll Archive

Products

2025 BNI Interiors Square Foot Costbook

2025 BNI Interiors Square Foot Costbook

See More Products

FLOORtalk podcasts - Listen Now

Related Articles

  • logo

    ISE Logik Launches New Website and Brand Strategy

    See More
  • Coretec Washed Pine.png

    COREtec Unveils Retail Strategy to Convert Brand Recognition into Sales

    See More
  • Sports Easy multi-function rubber flooring

    Fishman Flooring Embarks on Master Brand Strategy

    See More

Events

View AllSubmit An Event
  • July 28, 2016

    Two Must-Have Programs for Contractor Employees Working in Health Care Facilities

    There have been many changes to regulations and increased safety concerns for floor covering contractors completing work in health care settings.
View AllSubmit An Event
×

We’re rolling out the red carpet of flooring knowledge!

Stay in the know on the latest flooring retail trends.

JOIN TODAY!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletters
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Instagram
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing

search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
    • Breaking Flooring News
    • eNewsletters
  • PRODUCTS
    • Carpet & Area Rugs
    • Hardwood
    • Installation Products
    • Installation Tools & Equipment
    • Laminate
    • Resilient
    • Specialty
    • Tile & Stone
  • A&D
  • INSTALLATION
  • MARKETS
    • Commercial
    • Residential
  • AWARDS
    • Installation Awards
    • Top Flooring Products
  • EDUCATION
    • Continuing Education
    • Webinars
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • Product Spotlights
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP