Swiss Sneaker Company Opens Robot-Run Shoe Factory in South Korea

Running shoe brand On Running has unveiled a new automated manufacturing facility in Busan, South Korea, featuring 32 robots that can produce 1,000 pairs of shoes daily. The company plans to build similar robotic factories in the United States and Europe to reduce shipping costs and speed up delivery times.

A Swiss athletic footwear company has opened a cutting-edge robotic manufacturing plant in South Korea as part of its strategy to address supply chain challenges and reduce dependency on traditional overseas production methods.

On Running announced Wednesday that its new facility in Busan utilizes advanced automation technology to manufacture running shoes, with plans to establish similar robotic operations in the United States and Europe in the coming years.

The move comes as companies worldwide seek alternatives to conventional manufacturing approaches due to rising U.S. import duties, shipping disruptions, and international tensions that have prompted many brands to consider “nearshoring” – relocating production facilities closer to their primary customer bases.

Caspar Coppetti, who helped establish On Running, explained that robotic manufacturing allows the company to produce footwear more quickly while reducing environmental impact and positioning production nearer to major markets, unlike traditional methods that depend on shipping completed products from Southeast Asian and Chinese facilities to American and European consumers.

“The speed to market and the sustainability of it and also the fact that basically we’re running out of places with cheap labour are all speaking for automation and going closer to where consumers are,” Coppetti stated.

Currently, the company obtains 90% of its footwear from contract manufacturers in Vietnam, with the remaining 10% coming from Indonesian suppliers, based on company financial documents.

The brand initially introduced its “LightSpray” marathon running shoe during the 2024 Paris Olympics, featuring innovative technology where robotic equipment sprays material onto a form to create a seamless upper portion.

The South Korean facility represents a significant scaling up from On’s initial automated plant in Zurich, which began operations last July with just four robots compared to the 32 machines now operating in Busan.

The new factory has the capacity to manufacture approximately 1,000 shoe pairs per day, with the spray-application technique streamlining what was previously a complex 200-step manufacturing process spread across multiple facilities into one automated operation.

On Running, which began operations in Switzerland in 2010, indicated that future robotic facilities planned for America would help reduce tariff expenses.

High import duties imposed by the United States on major athletic footwear production centers including Vietnam and China have negatively affected the industry throughout the past year, increasing operational costs.

A recent Supreme Court decision regarding tariffs has introduced additional uncertainty for retail companies and importers, with Coppetti advocating for greater policy clarity and expanded free trade agreements.

In the competitive race among major athletic brands like Nike and Adidas to develop the fastest marathon footwear for both professional athletes and recreational runners seeking personal records, On has promoted the LightSpray technology as revolutionary due to its lightweight design.

Professional runner Hellen Obiri, who represents the On brand, wore these shoes when she claimed victory at the New York Marathon in November.