Running shoe brand On is developing specialized footwear and apparel designed entirely around robotic manufacturing processes rather than adapting traditional human-centric production methods. According to co-founder and co-CEO Caspar Coppetti in an interview with Fortune, the company is building a manufacturing ecosystem that embraces robotics from the outset to reshape athletic gear production.
Rethinking Footwear Manufacturing Through Automation
Traditional athletic shoe manufacturing relies heavily on manual assembly lines, cutting, and gluing processes that were originally designed for human hands. On is breaking from this convention by engineering products specifically suited for automated assembly. According to Coppetti’s statements to Fortune, the brand’s approach avoids trying to rebuild existing footwear styles with robots, focusing instead on structural designs that automation can execute more efficiently and precisely.
The Operational Impact on Supply Chains
Shifting toward robotics-first production allows athletic brands to alter their geographic supply chain footprints. By reducing reliance on traditional, labor-heavy assembly plants located overseas, companies like On aim to bring manufacturing closer to major consumer markets. This operational pivot reduces shipping times and aligns with broader industry efforts to minimize supply chain vulnerability, as detailed in reports from Fortune.
What Comes Next for Robotic Athletic Gear
As On continues to refine its robotics-first strategy, the company faces the challenge of scaling automated production lines to meet global consumer demand. Industry analysts note that successfully integrating these technologies could set a new benchmark for how athletic brands design, test, and manufacture performance footwear in the coming years, according to coverage by Fortune.
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