A process and apparatus are provided for positioning a plurality of reinforcement strands including a spliced reinforcement strand in a desired spatial relationship prior to a forming die. The process comprises the steps of: positioning a plurality of uninterrupted reinforcement strands moving toward a forming die so that the uninterrupted strands extend from a first location upstream of the forming die to the forming die in a space-apart converging configuration; and positioning at least one spliced reinforcement strand so that it extends generally centrally through the center of the converging configuration of the uninterrupted strands. The apparatus comprises first and second guide structures.