INTERVIEW - 'Those weren't threats': On founders justify their fierce fight for the Swiss cross

The founders of the popular Swiss sports shoe company On have defended their contentious campaign to keep using the Swiss cross on their products, even as their shoes are manufactured abroad. CEOs Caspar Coppetti and David Allemann insisted their actions were "not threats" but a necessary defense of Swiss values and innovation.

"On's heart has always beaten in Switzerland, and that will remain so," Allemann stated, pushing back against suggestions the company might relocate. Coppetti explained that the company is adapting its production to feature the cross between the words "Swiss" and "Engineering," aligning with a recent clarification from the Swiss Institute of Intellectual Property (IIP).

Despite facing political backlash and calls to reverse a recent "Swissness" agreement that allows non-locally produced goods to bear the cross, the founders believe there is broad support for recognizing innovation as a key Swiss value. They argue that current law already supports this broader interpretation, encompassing intellectual work alongside agriculture and traditional manufacturing.

Coppetti characterized the dispute as a long-standing discussion about the emblem's use, but highlighted a recent shift where authorities initially sought to resolve On's "Swissness" question through a Chinese procedure. This prompted On to push for a resolution within the Swiss legal system. The IIP's subsequent adjustment of its practice, based on interpreting the trademark protection law, has satisfied the company, which sees it as a fair compromise that acknowledges the evolving nature of Swiss value creation.