On's robots can build sneakers in 3 minutes

@fortune

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SoundTikTok sound · original sound - fortune

Promoted product

On

3 videos3 creators

Why it worked

The video leverages a high-interest 'behind-the-scenes' look at advanced manufacturing technology, which is inherently satisfying to watch, while positioning the brand as an innovative industry leader.

Summary

The co-CEO of the footwear brand On explains how their new robotic manufacturing process allows them to produce sneakers in just three minutes. This automation is presented as a way to reduce labor needs and significantly shorten the lead time for reacting to fashion trends.

Structure

1Introduction to On's robotic sneaker manufacturing
2Comparison of robotic efficiency versus traditional labor
3Demonstration of the finished product
4Explanation of the strategic need for automation
5

Original caption

@On’s shoes are everywhere: Olympic podiums to Paris Fashion Week to corporate offices. In the latest episode of Behind the Business, Fortune’s Ruth Umoh visited On’s headquarters, sports science lab, and new LightSpray factory in Zurich to learn about the brand’s next steps in innovative footwear, apparel, and accessories, including how robots can build sneakers in just 3 minutes. 🔗 Click the link in the bio to watch the full episode. #On #Nike #sportswear #business #sneakers

More from @fortune

Product placement

The video features the brand On, specifically showcasing their robotic manufacturing process and their LightSpray footwear technology.

Call to action

Click the link in the bio to watch the full episode.

On-screen text

On's robots can build sneakers in 3 minutes 3 minutes manufacturing line would have 200 to 300 workers going through each step And literally, you can take the shoe from the robot, put it on and go on a run. The next generation will not want to work in a footwear manufacturing site. So automation is a must. CASPAR COPPETTI Cofounder & Co-CEO, On RUTH UMOH Leadership Editor, Fortune And now we're scaling these factories and we want to bring them closer to where our consumers are. That will allow us to react to trends. Right now we have a lead time of about 4 months You could maybe get that down to 2 weeks

Transcript

On's robots can build sneakers in 3 minutes. In a traditional manufacturing line, we would have 200 to 300 workers going through each step. And literally, I mean, you can take the shoe from the robot, put it on and and go on a run. The next generation will not want to work in a in a footwear manufacturing site. So automation is a must. And now we're scaling these factories and we want to bring them closer to where our consumers are. That will allow us to react to trends. Right now we have a lead time of about four months. You could maybe get that down to two weeks.