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.