"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."
"We're an innovation brand at heart, says its co-founder, David Allemann, because we are really going for the long run. He's speaking from On's Zurich head office, which has the vibe of a tech firm or luxe gym with light-filled spaces and quirky design features from the spiral staircase and workout room to a hanging fossilised tree. Allemann says the company's inspirations are disruptors such as Apple and Dyson."
"Allemann, a former McKinsey consultant, ditched his job in 2010 as marketing boss of the furniture brand Vitra to start On with a former McKinsey colleague, Caspar Coppetti, and the Swiss Ironman world champion and triathlete Olivier Bernhard. A pair of On shoes being put through their paces at the factory in Zurich. Photograph: Supplied Bernhard's idea was for a shoe that would protect his body from the impact of long-distance running but also promote speed."
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. Nearly entirely automated production underpins On's manufacturing approach. The brand expanded rapidly after teaming with former tennis pro Roger Federer and pursuing fashion-led collaborations with LOEWE, Zendaya, FKA twigs and Burna Boy. Sales in China doubled year-on-year, with growth also strong in the US and mainland Europe and a fourth London store opening in Kensington. Founders include David Allemann, Caspar Coppetti and Olivier Bernhard, who developed a prototype balancing impact protection and speed.
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