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The Guardian - UK

Business

Sarah Butler in Zurich

Game On: the Swiss sports brand using hi-tech and chutzpah to challenge Nike and Adidas

On Adidas NIke Roger Federer United States Zurich GlobalData McKinsey

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.

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