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.