Sportswear Giant On Threatened Lawsuit to Use Swiss Cross on Foreign-Made Products

Swiss sportswear company On aggressively pressured Swiss authorities, even threatening a state liability lawsuit, to maintain the right to use the Swiss cross on its globally sold products. The company, known for its running shoes, manufactures its products primarily in Asia but has long incorporated the national symbol, which signifies quality and precision.

Traditionally, using the Swiss cross on products required them to be manufactured in Switzerland, a principle designed to protect domestic industry and jobs. However, in March, the Swiss Federal Institute of Intellectual Property (IPI) announced a "practical clarification" of the "Swissness" legislation. This change allows products designed or developed in Switzerland, but manufactured elsewhere, to also feature the Swiss cross.

"NZZ am Sonntag" obtained confidential emails and letters through the Freedom of Information Act, revealing that this new interpretation, dubbed "Lex On," was the result of intense lobbying by On. The company's legal team threatened the IPI with a state liability lawsuit if any damages arose from the authorities' actions. Furthermore, On successfully influenced the IPI to remove an interview with a senior official from its website and exclude critical officials from discussions regarding the future interpretation of the "Swissness" legislation.

This pressure campaign proved effective. Following a meeting at On's Zurich headquarters in November 2025, the IPI agreed to a compromise largely favorable to the company. The agreement allows On to use the Swiss cross on all its products, provided it is placed between the terms "Swiss" and "Engineering." In March 2026, the IPI publicly announced this "practical clarification," framing it as a boost to Switzerland's innovation sector and support for Swiss companies, rather than acknowledging the "Lex On" influence.