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

Zurich-based firm taps into latest robot tech to'fibre-spray' high-end sports shoes worn by the likes of Roger Federer 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. The brand is expanding rapidly after teaming up with the former tennis pro Roger Federer to create shoes suitable for the Swiss star's sport and a mix of fashion-led collaborations including with the luxury brand LOEWE, actor Zendaya and singers FKA twigs and Burna Boy. In China, sales have doubled year-on-year. Growth has been strong in the US and mainland Europe and this month On will open its fourth London store, in Kensington.