How does the partnership make the difference? — — BASF&Adidas

The secrets behind Adidas boost

Nowadays, almost everyone has a pair of Adidas boost. It’s super welcomed by consumers, especially like NMD boost and Yeezy boost.

Working together for more than 25 years, BASF and Adidas are intensifying their strong partnership with a new product that enhances running experience. Adidas boost shoes, using the expanded thermoplastic polyurethane Infinergy®developed by BASF’s, provides a high level running experience.

“Infinergy really helped to transform Adidas from a lifestyle brand into a performance brand,” said Chau Nguyen, BASF’s footwear market segment manager.

With Infinergy, Adidas boosts are able to provide more energy return than any other foam cushioning material in the running industry, combining soft comfort with responsive energy for the ultimate running experience. It was engineered to withstand the cold same as the heat and keep its performance level high, even after countless kilometers of track. The resistance towards changing weather conditions is an important factor, as EVA for comparison is known to show decreased performance under extreme temperatures.

Below is the video of comparison between EVA and boost.

Using Service to build a better brand.

BASF has built its brand to stand for service and technology leadership.

In the process of BASF’s development, three possible communications strategies were developed and tested to determine which would be most effective with BASF’s target audience: BASF diversity, BASF innovation and BASF commitment.

Innovation is obviously winner. It made the company’s statements more relevant and believable, and through the enumeration of different innovative examples, it also gave consumers a sense of the diversity and breadth of BASF’s product range.

As for the commitment, what’s interesting is that in the primary TV ads, it said that: “We don’t make a lot of the products you buy. We make a lot of the products you buy better.” And each TV spot featured four examples in which BASF products contributed to an improved end product. For example, the announcer might say, “We don’t make the carpet fiber, we make the carpet fiber stronger.” Through these ads, we can illustrate that BASF has been able to give promotional emphasis to virtually all the value-added products and services the sales department wanted to tout and still maintain the same highly focused creative approach.

According to the annual tracking studies conducted by BASF, it said that BASF’s scores have doubled or tripled in every attribute category since the program began, while the DuPont and Dow scores have stayed the same or gone down slightly. We can conduct that BASF has resized the playing field to make room for a third major competitor.

“We have conducted numerous customer satisfaction studies over the years, and one finding is consistently clear,” adds Tony Graetzer, partner with BASF’s ad agency, Tucker Hampel Stefanides. “Companies are frequently viewed as equal in product quality, but they are never viewed as equal in the quality of their services.

Therefore, we can say that not only the innovative technology BASF has provided to Adidas made it a better partner but also the best services it has offered. By steadfastly emphasizing the way it helps make its customers’ products better, the BASF image has become synonymous with partnering. There is a big development prospect for both Adidas and BASF.

What’s the next step after Adidas boosts, we are all looking forwards to it.