Today, BASF released its Infinergy® Infinergy™ foamed thermoplastic polyurethane (E-TPU) brand-new strategy-"Empowering Movement", to create a brand new brand image for Infinergy™ and show the power of sports.
Dr. Jens P. Dierssen, Head of Global Business Management of BASF Infidelity™, said: “Infidelity™ has always been synonymous with innovation. It is committed to breakthroughs in chemistry and has created Dunlop rackets and Adidas Boost. Series of running shoes, Ergon saddles and other innovative products with excellent quality. The launch of a new brand image this time not only reflects the brand promise of Infidelity™, but also demonstrates Infidelity™ from the world’s first expanded thermoplastic polyurethane (E- TPU) has transformed into a leading high-performance material solution. We hope to deepen the relationship with major brands and their customers by advancing the strategy of'Empowering Movement', and further explore how Infidelity™ can stimulate design potential."
The brand-new logo font adopts strong sports style italics, and the brand image of Inflix™ has been completely renewed, full of power, vitality, and full of passion and speed. The letter "e" in the trademark is inspired by the unique shape of Infiniti™ E-TPU particles, and the arrow in it represents the unlimited potential of the material, improving resilience, comfort and durability.
Dr. Jian Dishen added: “Our new brand strategy mainly inspires two audiences:'Change Maker' and'Go-Getter'.'Change Maker' refers to those who focus on building the industry Entrepreneurs and engineers who are benchmarking products to promote the development of the world. "Agressors" refer to those consumers who enjoy being inspired by Infinix™ products, such as bicycle saddles, rackets, tires or sports floors. The new brand strategy demonstrates how Inflix™ can inspire customers to take products and performance to new heights."
Virtual exhibition hall showcases creativity and cooperation projects
Inspired by the unique shape and structure of Infineon™ foamed thermoplastic polyurethane particles, the virtual exhibition hall covers the following three areas:
· Brand Area Identity Area – presents a new brand concept and introduces to the audience the application of Inflix™ in the three main areas of shoe materials, sports and leisure, and flooring.
· Showroom Area-Showcase successful cases with major partners and customers. For example, the newly launched South American brand Maincal's Voran safety shoes series, as well as other well-known brands such as Elten and uPower.
· Resource Area-Explain product knowledge so that the audience can further understand the innovative products of the new Inflix™ brand, such as the recently launched black particles and mini particles.
Since its launch in 2013, BASF Infineon™ foamed thermoplastic polyurethane has laid the material foundation for customers' leading innovative products such as shoe materials and rackets. Nowadays, millions of consumers will further appreciate the superior energy feedback and resilience of Infidelity™ compared to traditional materials in some high-performance products.