Direct injection technology had originally been developed for the mass production of low-cost shoes. But Karl Toosbuy took this a step further: He realised it would be possible to use the technology to produce high quality shoes quickly and efficiently. This gave ECCO a significant competitive advantage.

The ECCO Soft shoe was introduced in the early 1980s and was the first successful application of the new Direct Injection Technology. 

Direct injection was a revolutionary technology which allowed the soles of trainers to be sprayed directly onto the leather uppers. This produced a shoe with a much stronger bond between the sole and the upper, and made the shoes softer and more flexible.