Swiss Sneaker Brand On Expands With High-Tech Robot Factories

Daily Technology

26/02/2026

Swiss sneaker brand On is ramping up its robotic manufacturing capabilities by opening a new state-of-the-art facility in South Korea, aiming to accelerate production of its distinctive cloud-like sneakers. This move builds on the success of its initial automated factory in Zurich and signals a major step forward in shoe-making technology.

Key Takeaways

On expands automated sneaker production with a new robot-driven factory in South Korea.
The brand's innovative LightSpray process enables faster, more sustainable sneaker manufacturing.
On’s latest model, the LightSpray Cloudmonster 3 Hyper, debuts from the new factory in March 2025.
The expansion raises questions about automation's impact on jobs, but promises environmental and efficiency gains.

Innovative Manufacturing: From Zurich to Busan

On debuted its first robotic factory in Zurich in July 2025, using advanced automation to revolutionize sneaker production. The highlight of this technology is a robotic arm that precisely applies the company’s signature LightSpray material, forming a seamless, lightweight upper in minutes. With the new facility in South Korea, On is scaling up dramatically, bringing a total of 32 more automated robots online.

The company's choice of Busan, South Korea, reflects the nation’s leadership in robotics and automation, positioning On to further expand its global manufacturing footprint, with future production eyed for both the Americas and Europe.

Spotlight on the LightSpray Cloudmonster 3 Hyper

Coinciding with the expansion, On is launching its LightSpray Cloudmonster 3 Hyper sneaker, the first model crafted at the new facility. Designed for both long-distance and tempo running, this shoe showcases the capabilities of robotic manufacturing. The LightSpray process allows On to precisely program each robot’s movements, offering entirely new design possibilities and performance features.

Release Dates:

North America: March 5, 2025
Global: April 16, 2025

Automation: Benefits, Concerns, and the Future Workforce

While On emphasizes the efficiency, waste reduction, and lower carbon emissions of its robotic factories, automation in manufacturing isn’t without controversy. Industry observers highlight that while robots can increase productivity and consistency, they also raise concerns about potential impacts on human employment—particularly entry-level factory jobs.

Supporters of these advancements argue that robots can take on repetitive or hazardous tasks, supporting workers and opening up opportunities in new, higher-skill positions. Critics, however, warn of a shifting job landscape as automation becomes increasingly prevalent in sectors beyond footwear—including warehousing, electronics, and even domestic environments.

On's Vision for Global Expansion

On’s continued investment in automation is part of a broader strategy to expand its reach and set new standards in the footwear industry. By leveraging robotics, the Swiss brand is seeking to balance rapid growth, improved environmental sustainability, and cutting-edge sneaker design. As On moves toward a global network of automated factories, the company is poised to reshape the future of footwear manufacturing.

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