How does “cheap looking styrofoam” become a billion dollar business?

Background
Runners seek optimal propulsion and comfort in their footwear. adidas, in collaboration with BASF, developed BOOST technology, a midsole innovation that delivered superior propulsion and cushioning compared to traditional EVA foam. Prior to the introduction of BOOST, adidas' U.S. running market share was around 2%, signaling an urgent need for innovation to regain competitiveness.

Challenge
Despite the technological breakthrough, initial consumer feedback during focus groups was mixed. Participants noted that while BOOST felt great underfoot, the foamed appearance of the material looked "ugly" and "cheap." Additionally, the broader running industry at the time heavily emphasized comfort and cushioning technologies, making it challenging for adidas to reposition propulsion, not softness, as BOOST’s unique selling proposition (USP).

Solution
Tapping into the insight that all runners want to go further or faster, we repositioned BOOST around the idea of "Endless Energy," emphasizing its ability to deliver ongoing propulsion rather than just comfort. "Endless Energy" became the brand's visual and verbal rallying cry, driving both campaign messaging and product storytelling.
To overcome negative aesthetic perceptions, the BOOST foam’s texture was intentionally celebrated, not hidden, becoming a recognizable icon of innovation.

Outcome
The strategic repositioning and design boldness resonated with runners and lifestyle consumers alike. BOOST technology helped increase Adidas’ U.S. running shoe market share more than fourfold growth in just two years. BOOST established itself as a franchise cornerstone and contributed to adidas' broader resurgence in both performance and streetwear categories.