Popular sneaker brand On announced on Wednesday that it’s expanding its robotic production facility and opening up a new location in South Korea. 

The Swiss brand is most known for developing running, training and lifestyle sneakers with a heavily cushioned, cloud-like sole. On opened its first robotic factory in Zurich in July 2025, after four years of development, and began production with four robots to make its first laceless LightSpray Cloudboom Strike LS shoe. 

A representative for On did not immediately respond to a request for comment.

The process involves a robotic arm that sprays On’s signature LightSpray material onto the shoe, creating a light, one-piece upper in just a few minutes. With the new location, the company plans to increase production by using 32 more automated robots. 

As robots and AI continue to move more deeply into companies, there’s controversy about what this could mean for human workers. As recently as this year’s CES event, it’s evident that robots are here to stay, with Hyundai unveiling its Boston Dynamics Atlas humanoid robot among other robot demos. Robot manufacturing companies are also expanding by using humanoid robots to take over specific tasks, and possibly for home use; however, the technology has not yet advanced enough to rely on them completely.

Supporters say robots could help in certain instances, such as social robots assisting kids to build confidence when reading aloud. In other cases, it could increase efficiency in a warehouse or factory setting and help around the home. But critics say automation could lead to more job loss, and even eliminate entry-level jobs. 

In addition to the location announcement, On is launching the LightSpray Cloudmonster 3 Hyper, which is the first shoe upper designed at the new factory. According to On, the shoe is an ultimate super trainer for long runs and tempo runs, which are specific training runs where you’re running at a moderate-to-hard pace. The new shoe will be available first in North America on March 5, and then globally on April 16.

On says using robots to manufacture its latest shoes reduces waste and carbon emissions, plus cuts the time it takes to design an upper compared to handcrafted shoes. 

«The beauty of LightSpray is that we can precisely program each robot, whether in Zurich or Busan, to execute precisely choreographed movements to craft each shoe’s unique look and feel,» said On’s chief innovation officer, Scott McGuire, in a statement.

On chose South Korea for its second factory location because of the country’s advancements in automation and robotics, and hopes to continue expanding its factories globally over the next few years. The company aims to eventually start production in the Americas and increase production in Europe.