A class-action lawsuit has been filed against a prominent athletic footwear company accused of misleading consumers with deceptive marketing practices. On December 18, 2025, plaintiffs Jose Roman and Glena Valdez submitted their complaint in the United States District Court for the Eastern District of New York against On Inc., alleging that the company falsely marketed its products as being of Swiss origin to capitalize on the premium reputation associated with Swiss engineering.
The plaintiffs claim that On Inc. prominently displays the Swiss flag and "Swiss Engineering" on its footwear, creating an impression that these products are manufactured in Switzerland. However, according to the complaint, these shoes are actually produced in countries like Vietnam, Indonesia, and China. The plaintiffs argue that this misrepresentation violates consumer protection laws and constitutes false advertising, as American consumers are led to believe they are purchasing high-quality Swiss-made goods at a premium price.
Central to the case is the allegation that On Inc.'s branding strategy exploits the global perception of Swiss quality without adhering to Switzerland's strict "Swissness" legislation. This law mandates that products must meet specific criteria to be labeled as Swiss-made. The plaintiffs contend that On Inc.'s actions amount to "free-riding" on Switzerland's reputation while using low-cost labor from other countries to maximize profits.
The plaintiffs seek several forms of relief from the court, including monetary damages exceeding $5 million for themselves and other affected consumers. They also request injunctive relief to prevent further deceptive practices by On Inc., as well as restitution for purchases made under false pretenses. The lawsuit highlights consumer complaints about product quality issues, such as defects in On shoes' soles, which contradict the promised precision associated with Swiss engineering.
Representing the plaintiffs are attorneys James C. Kelly from The Russo Firm based in New York City and Anthony J. Russo from Boca Raton, Florida. James Chung from Bayside, New York is also part of their legal team. The case is identified under Case No.: 25-cv-6991 and will be presided over by judges from the Eastern District of New York.
Source: 125cv06991_Roman_v_On_Inc_Complaint_Eastern_District_New_York.pdf