You have a surface and points on it and for each point a number of elevation (not the final result, but a function, which can be the distance to some points (as in the outsole shoe) or perlin noise or value generator depending on the position). Normally this height map is fluid and not wavy, but this effect is achieved, among other ways, passing its values by a sinusoidal function.
Then, try changing the component that generates perlin noise to the Pull Point (or other) component, and use other points (or other geometry) to play with the distances. Scale those distances (or deforms them using powers or logarithms or whatever) and then pass those values through the sine function. Then scale those values back to an amplitude suitable for your model.