On Running Admits Quality Problems Amid ‘Made in Switzerland’ Dispute
On Running admits quality problems, with a founder apologizing and the company promising tighter production oversight and clearer ‘Made in Switzerland’ labeling.
On Running acknowledged on July 11, 2026 that some of its shoes have suffered quality problems, a rare public concession from the Swiss-founded brand that has long promoted “Innovation made in Switzerland.” The admission follows customer complaints and scrutiny over promotional claims that contrast with large-scale production in Asia. One of the company’s founders described the situation as embarrassing and vowed improvements to prevent further defects.
Founders Acknowledge Defects
One of On’s co-founders publicly acknowledged the shoe-quality issues and expressed regret about the lapses, saying the company would take steps to rectify them. The admission marks a notable shift from the brand’s typically guarded communications and underscores how operational problems have moved into the spotlight.
The founder’s statement signaled responsibility and a promise to customers, but offered few technical details about the nature or scale of the defects. The company has not released comprehensive figures on returns or failure rates, leaving questions about how widespread the problems are.
Marketing Claims and Manufacturing Reality
On has long marketed its products around Swiss engineering and design, using slogans that emphasize “made in Switzerland” innovation. That positioning now sits uncomfortably alongside production arrangements that rely heavily on factories in Asia, a contrast critics say merits clearer communication.
Experts in branding and trade labeling note that consumers increasingly scrutinize the provenance of premium goods, and discrepancies between origin claims and actual manufacturing can erode trust. For On, the tension between Swiss identity and overseas production has become a reputational challenge at a sensitive moment.
Customer Reports and Retailer Responses
Since complaints surfaced, customers and retailers have posted images and descriptions of manufacturing flaws, ranging from stitching failures to sole separations. These reports circulated on social platforms and through retailer channels, prompting returns and heightened questioning from buyers.
Retail partners have told customers they are monitoring complaints and handling individual returns, while independent reviewers have begun highlighting units exhibiting defects. The public documentation of problems appears to have accelerated the company’s decision to acknowledge the issue.
Company Response and Planned Measures
In response to the criticism, On has pledged to review its quality control processes and to step up oversight across its supply chain. The company said it would work with manufacturing partners to identify root causes and to prevent recurrence of the defects customers reported.
Executives also indicated a review of marketing and labeling practices to ensure transparency about design origins and production locations. The founder’s apology was accompanied by a commitment to communicate remedial steps to consumers and partners in the coming weeks.
Wider Market and Regulatory Risks
Analysts warn that the episode could carry both short-term commercial consequences and longer-term regulatory scrutiny, particularly if consumers or watchdogs consider labeling practices misleading. Claims that imply a product is manufactured in a country when substantial production occurs elsewhere can attract legal and compliance review in several markets.
Beyond potential legal implications, the brand faces a test of customer loyalty as competitors in the performance footwear segment exploit any perception of weakness. How quickly and credibly the company implements fixes will be central to restoring confidence among buyers and retailers.
The dispute over the Swiss association of the brand comes at a moment when On’s identity is a core part of its premium positioning, making the company’s next steps crucial for both reputation management and operational reliability.
For now, On has acknowledged the problem and publicly committed to action, while customers await clearer details on remedies, timelines and any compensation that may be offered. The coming weeks will likely determine whether the company’s response is judged sufficient to close this chapter and to reaffirm its claims of Swiss-born innovation.
