The founders of Swiss athletic shoe brand On have defended their aggressive legal strategy to retain the right to use the Swiss cross in their marketing, dismissing allegations that they threatened the federal government with lawsuits.
CEO Caspar Coppetti and co-founder David Allemann stated in an interview that their actions were not threats but necessary measures to protect the company's brand identity.
The controversy centers on a recent relaxation of rules governing the use of the Swiss cross, a change widely attributed to pressure from On.
However, the regulatory shift is now encountering broad resistance within the Swiss parliament.
Former Justice Minister has emerged as a key figure opposing the loosening of restrictions, signaling that the political battle over the trademark is far from over.
For investors, the dispute highlights the regulatory risks associated with On's brand strategy.