Game On: A Swiss challenger’s bold bet on hi-tech footwear
In the crowded world of athletic footwear, a small Swiss brand is turning heads with a blend of hi-tech engineering and unabashed chutzpah. On, the company known for its cloud-like cushioning and lightweight runners, is expanding its playbook by pushing automation, precision engineering, and a fearless brand voice to challenge the long-established giants like Nike and Adidas.
The spectacle is part factory-floor theater, part design studio. A robot leg whirs around a complex ballet as an almost invisible spray of “flying fibre” builds a hi-tech £300 sports shoe at its foot. This almost sci-fi process isn’t just a stunt; it’s a deliberate demonstration of how On plans to scale, customize, and accelerate product development while keeping performance at the core.
On’s approach hinges on a philosophy it calls deliberate, data-driven, and design-forward. The company has long championed adaptive cushioning and a responsive ride, but in this new era it is applying automation and digitization across the value chain. From material sourcing and testing to on-demand production and direct-to-consumer logistics, the Swiss brand is attempting to shorten product cycles without sacrificing the quality that built its reputation.
“We are chasing performance through technology, yes, but we’re also chasing speed—speed to market and speed to feedback,” says a product engineer who spoke on condition of anonymity. “Our goal isn’t just to imitate industry leaders; it’s to redefine what a premium running shoe can be, by integrating real-world data with materials science.”
The footwear category, long defined by a handful of mega-brands, is ripe for disruption. On’s strategy emphasizes agility and a willingness to experiment with new materials, manufacturing techniques, and digital tools. The “flying fibre” spray is more than a flashy image; it represents a modular approach to reinforcements and tread design that can be tuned for different athletes, surfaces, and training goals. By combining this with a scalable automated workflow, On is signaling that premium performance can come with competitive pricing.
What this means for athletes and the market
For runners and athletes, On’s push toward automation and customization could translate into shoes that better adapt to an individual’s pronation, stride, and pace. The brand has long championed a smooth landing and a propulsive take-off; with hi-tech manufacturing, it can iterate faster on comfort zones, stiffness, and energy return. The result could be a more personalized product line—without sacrificing the consistency that comes from controlled, robotic processes.
Industry observers note that the market’s attention is splintering away from a few incumbents toward a broader ecosystem of niche players who leverage digital manufacturing, recycled materials, and data-driven design. On’s bold manufacturing narrative aligns with a broader consumer demand for transparency, accountability, and a tangible sense of innovation behind every pair of shoes.
Yet the fight against Nike and Adidas is not merely about clever engineering. It’s about storytelling, partnerships, and the courage to experiment publicly. On’s “game plan” blends technical prowess with a confident, almost cheeky brand voice that invites comparisons and, crucially, loyalty. The brand’s Swiss heritage signals precision, reliability, and a meticulous attention to detail—a compelling counterpoint to the scale and marketing muscle of its rivals.
In the coming seasons, On will likely face tougher questions about supply chain resilience, sustainable materials, and long-term performance data. If it can translate the current high-tech facade into durable, clinic-proven performance and repeatable outcomes for athletes, it could secure a more significant share of a market long dominated by two behemoths. The blend of automation, creative materials science, and a bold, cheeky attitude may just define the next wave of competitive footwear.
Conclusion: A Swiss spark in a crowded arena
On’s foray into hi-tech manufacturing, automation, and undiminished swagger offers a fresh script for a brand looking to punch above its weight. It is a reminder that innovation in sports gear isn’t only about new cushioning or lighter weights—it’s about reimagining how a product is imagined, designed, built, and brought to athletes who demand peak performance with every stride.
