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.”