On Running Wins Right to Use Swiss Cross on Foreign-Produced Shoes

The battle is over, and innovation has won. In a landmark decision that reshapes the commercial landscape of our nation, the shoe manufacturer On has successfully secured the right to emblazon its footwear with the iconic Swiss cross. This victory marks the end of a fierce, long-running dispute with federal authorities, signaling a dramatic shift in how Switzerland defines its economic exports in the 21st century.

The Swiss Federal Institute of Intellectual Property (IPI) has officially relented, relaxing its stringent practices to acknowledge a modern reality: value is created in the mind, not just on the assembly line. While the physical manufacturing of On's high-performance gear occurs abroad, the intellectual heart of the product beats undeniably in Zurich. This decision vindicates the company's stance that the Swiss cross represents Swiss engineering and design excellence, regardless of where the final stitching takes place. This is not merely a win for a shoe company; it is a critical evolution of the Swiss brand itself.

For decades, the definition of "Swissness" has been rigidly tied to physical production quotas. However, the IPI's latest move acknowledges a seismic shift in global economics. As reported by the Neue Zürcher Zeitung (NZZ), the relaxed rules now permit companies that conduct their primary research, development, and design within Switzerland to utilize the national symbol, even if the factories are located in Asia.

This is a pragmatic and necessary update to archaic regulations. On Running argued—successfully—that the true value of their product is generated at their Zurich headquarters. With the company's entire 16-year history rooted in Swiss design labs, the authorities have finally conceded that the strength of the Swiss economy lies "not only in production, but also in innovation, research, development and design." This ruling sets a powerful precedent, potentially opening the floodgates for other high-tech Swiss firms to reclaim their national heritage in their branding.

The timing of this legal victory could not be more perfect, as On cements its status as a global financial juggernaut. The company has shattered its own records, with sales surging by a staggering 30% to hit CHF 3.01 billion in 2025. Crossing the CHF 3 billion threshold for the first time is not just a milestone; it is a declaration of dominance in the fiercely competitive sportswear market.

Fueling this explosive growth is a massive workforce operating out of Zurich. Over 1,100 employees are now stationed at the company's headquarters, driving the R&D engines that justify the use of the Swiss cross. These numbers paint a clear picture: On is a heavyweight contributor to the local economy. The sheer scale of their success likely added undeniable weight to their argument that they are, in every way that matters, a flagship Swiss enterprise.

The road to this decision was paved with aggressive legal challenges. As recently as September 2025, On faced fierce opposition from Swissness Enforcement, which filed formal complaints in China targeting the brand's use of the Swiss cross on Asian-manufactured goods. These actions threatened to strip the brand of its identity in key international markets, creating a precarious environment for the company's expansion.

However, today's clarification from the IPI effectively silences those critics. By validating On's claim that design and innovation constitute the core of "Swissness," the authorities have dismantled the basis for these foreign complaints. The company has welcomed the decision as "appropriate for the times," a polite way of saying that the regulations have finally caught up with the reality of modern global supply chains. The dispute is dead; the brand remains.

This ruling is more than a permission slip for a shoe company; it is a blueprint for the future of Swiss industry. By decoupling the Swiss cross from the factory floor, Switzerland is positioning itself as a global brain hub rather than a workshop. It sends a message to the world that Swiss quality is defined by precision engineering, avant-garde design, and intellectual rigor—regardless of where the molds are injected.

For On, the path is now clear to leverage its heritage without legal ambiguity. As they continue to grow at an unprecedented pace, the Swiss cross on their heel will stand as a symbol of Zurich-based innovation. The authorities have made the right call: in a globalized economy, we must export our genius, and that genius deserves to wear the national flag.