Robots Spray Shoes in Swiss Bid to Beat Nike and Adidas

A robot leg spins in a complex dance. At its foot, a nearly invisible spray of "flying fibre" builds a high-tech sports shoe. This automated process is the secret weapon of On, a Swiss brand challenging giants Nike and Adidas. The Zurich-based company uses this "fibre-spraying" robot technology to make its premium shoes, which cost around £300. Tennis star Roger Federer is among the athletes who wear them. On combines this advanced manufacturing with bold confidence—or "chutzpah"—to compete in the global sportswear market. The brand's strategy relies on high-tech innovation to create its products.