Abstract: Apparatus including a rotating base roll for applying at least one stretched strip of a first material to a base web comprising a second material and moving continuously in first direction. The discrete length strip is cut, on the rotating roll, from a continuous ribbon, is rotated on the base roll to a desired orientation, and is stretched to a desired length. The apparatus includes the rotating roll feed apparatus for feeding the continuous ribbon to a circumferential engagement with the rotating roll, a cutter for cutting the discrete-length strips from the continuous ribbon, at least one rotating extensible platen mounted on, and rotating with the rotating roll, and an applicator rotating in concert with the rotating base roll, for applying the cut, rotated, and stretched strips to the base web.