The FTC Complaint Against the Gravity Defyer footwear

Gravity Defyer are a shoes manufacturer which brought out their shoes in 2008 which had a spring as a part of the sole to increase shock reduction. They were initially known for their original logo that resembled sperm. Gravity Defyer produces a variety of athletic shoes, casual footwear, dress shoes, boot styles, walking shoes and sandals for both women and men which are on the costly side. The company call their inventive spring and coil impact absorbing process structure, Versoshock that is patented. Gravity defyer further indicate that it’s scientifically demonstrated to relieve knee joint pain, according to a 2017 controlled research project at the Olive View UCLA Medical Center. Participants in the research who were without knowing using the footwear equipped with VersoShock Technologies had a 85% reduction in knee soreness. Depending on those results and anecdotes, Gravity Defyer make many health claims for their products.

Regrettably for Gravity Defyer the actual data which props up health claims that they’re making is not very robust or non-existent. For that reason, the Federal Trade Commission in the USA (FTC) required Gravity Defyer to carry out changes in the way which they market and advertise the shoes. According to the Federal Trade Commission the company hasn’t been agreeable with the undertaking, so they have now filed a legal case against the company for making health claims concerning their footwear that are not supported by the research data. The company have stated that they are in compliance and that their particular claims about their shoes are based on the evidence. The Federal Trade Commission have said that the statements made by Gravity Defyer are embellished plus they are making claims which are beyond what the evidence in fact found.

Gravity Defyer have previously was subject to some controversy as the initial logo design on the shoes was fashioned like a sperm. Gravity Defyer used that brand to suggest that using their shoes could cause a new life and also the sperm logo symbolizes the seed starting of a new life. They did put out a press release defending using that as their logo, but it did subject them to lots of humor and also ridicule. A number of consultants in marketing and advertising and design had been also critical of the logo. They eventually modified the logo design in 2015 without any statement.

The FTC has a reputation for following through against footwear manufacturers and it made substantial multi-million dollar penalties from a several manufacturers of the so-called toning footwear manufacturers about 10 years ago. These companies too produced a number of health and wellbeing promises for their shoes from fixing postural problems to toning up the rear end. Clearly there was never any research for the promises those companies made. A number of these manufacturers additionally encountered class-action lawsuits from consumers about their health and wellbeing claims. The Vibram FiveFinger footwear company additionally settled a class action lawsuit over claims for their running footwear and health. The real difference in these instances and the Gravity Defyer situation is that there is some research to support the claims that they’re making. The challenge in the legal action is if the effects of the evidence happen to be considered correctly by Gravity Defyer along with the robustness of that science to back up the degree and strength of the promises expressed by the company.

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