An athletic shoe coating for traction enhancement includes a pressure sensitive adhesive (PSA) and a tackyfying resin and a film former initially in solution within a solvent suitable for application to the surface of a shoe sole in liquid form, such as by spraying, rolling and brushing the solution onto the shoe sole. After the solvent is rapidly evaporated a film or coating attaches or is bonded to the shoe sole that exhibits the property of dynamically modifying the exterior surface of the film or coating to "refresh" the exposed surface upon impact, when pressure is applied to the coating. This imparts continued tackiness over extended use. Impact modifiers may be added for controlled release of a solvent to temporarily dissolve or soften the film or coating to promote such refreshment of the coating outer surface.