Dispute over "Swissness": Did On Running pressure the Swiss government?
The Swiss company On Running is known worldwide for its modern sports shoes. However, behind the scenes, there are currently reports of a serious conflict with the Swiss government. According to a report by "NZZ am Sonntag," the company is said to have exerted massive pressure on the Federal Council. At the center of the dispute is the valuable "Swissness" label.
In Switzerland, there are strict laws for products that want to advertise Swiss origin. These "Swissness" rules determine what percentage of production costs must occur in Switzerland. For brands, this label is very important, as customers worldwide are willing to pay higher prices for Swiss quality. However, On Running produces its shoes largely in Asia, which led to legal questions.
Media reports accuse On Running's managers of silencing critics within the administration. It is said that the company even threatened the government with so-called state liability. This means that the company intended to sue the state for large sums if the rules were interpreted too strictly for On Running.
The Swiss Federal Council is said to have reacted to this pressure. According to the report, the government gave in to avoid an expensive legal dispute and problems with the successful company. Critics see this as a problem for democracy. They find it wrong when a private company dictates how national laws should be applied.
For On Running, its image as a Swiss brand is a central part of its success. However, the current allegations could damage this image. The question arises as to how much influence large companies should have on politics and whether the "Swissness" rules apply equally to all companies.
In summary, the case shows how complicated the relationship between business and the state can be. While the company wants to protect its success, the state must ensure that its rules remain credible. Whether the discussion will have consequences for the company or Swiss legislation remains to be seen.