Hotter links with BASF to add athlete-endorsed Infinergy to line-up

By

Nigel TAYLOR

Published
Sep 30, 2021

​Omnichannel speciality footwear brand Hotter has collaborated with BASF to add the chemical giant’s Infinergy material to over 40 of its styles “to increase greater energy return for wearers.”

The partnership makes Hotter, which sells over 1.3 million pairs of shoes a year, one of the first casual footwear brands to use Infinergy.

Claiming to be “the world’s leading high-performance responsive material,” Infinergy was initially developed for sports performance footwear. It adds athlete-endorsed ‘energy return’, a responsive material that offers a natural cushioning effect in the sole of the shoe at the heel and middle of the foot. “Returning energy with each step, it can help reduce fatigue and shock on joints”, BASF claims.

The new addition also complements Hotter’s own “unique” Cushion+ technology to aid comfort and targets its core audience of over-55s, as well as professionals on their commutes.

Claire Pearl, Chief Product Officer at Hotter, said: “Adding Infinergy’s unique rebound technology to [Comfort+] qualities means that together we have created a selection of footwear that works just as well whether you are frequently moving around at work or taking a stroll in the park after a long day”.

Dr Jens P Dierssen, Global Business Management at Infinergy, added: “Our collaboration with Hotter is a nod to business casual designs blended with innovative technology to deliver performance and style for professionals who are constantly on the go”.