Get it wet, then back over it with your car a couple times. Wash it, then twist it dry. Then get it wet again, then back over it with the car again. Twist it a few times, then stomp on it. Then wash it in boiling hot water with industrial strength detergent. Twist it again, then mash it with a bench vise. Wash it with a steam power washer, then put it between two cinder blocks for 48 hours. Twist it in your hands a few times, then pour baseball glove oil all over it; let it absorb the oil. Then wash it by attaching it to the antenna of your car, in a car wash. Don't dry it this time. Instead leave it on the roof of your home for three days in August (if northern hemisphere). If it's not soft and supple by now, send it back to the vendor telling them you want a full refund.