On Running’s Robot Factories: Mbappé Sponsor Bets on Machines to Match Apple’s Discipline

On, the Swiss sportswear brand backed by football star Kylian Mbappé, is building automated shoe factories. The company says it wants to bring Apple-style discipline to its manufacturing. The move marks a shift for the sportswear industry. Most athletic shoes are still assembled by hand in countries such as Vietnam and Indonesia. On plans to change that by using robots to do more of the work. The company calls the strategy "discipline." The goal is to make shoes faster, cheaper, and more consistent — much like Apple controls how its iPhones are built. Automation could cut costs and speed up production. It could also reduce the company's reliance on human labor, which is common in the shoe industry. On has not said exactly when the robot factories will open or how many jobs they will affect. The company says the plan is part of a long-term effort to stay competitive. The strategy carries risks. Building automated factories is expensive. And the shoe industry has tried automation before, with mixed results. For now, On is betting that machines — not hands — will shape the future of sneakers.