Zurich-based firm taps into latest robot tech to ‘fibre-spray’ high-end sports shoes worn by the likes of Roger Federer
A robot leg whirs around in a complex ballet as an almost invisible spray of “flying fibre” builds a hi-tech £300 sports shoe at its foot.
This nearly entirely automated process – like a sci-fi future brought to life – is part of the gameplan from On, the Swiss sports brand that is taking on the sector’s mighty champions Nike and Adidas with a mix of technology and chutzpah.
The brand is expanding rapidly after teaming up with the former tennis pro Roger Federer to create shoes suitable for the Swiss star’s sport and a mix of fashion-led collaborations including with the luxury brand LOEWE, actor Zendaya and singers FKA twigs and Burna Boy. In China, sales have doubled year-on-year. Growth has been strong in the US and mainland Europe and this month On will open its fourth London store, in Kensington.
“We’re an innovation brand at heart,” says its co-founder, David Allemann, “because we are really going for the long run.”
