Gravity Defyer are a footwear company which released their footwear back in 2008 that had a spring embedded in the sole to help increase impact moderation. Gravity Defyer sells a wide range of athletic shoes, informal shoes, dress footwear, boots, walking footwear and sandals for both men and women which are on the pricey side. Gravity Defyer call their inventive spring and coil cushioning product structure, Versoshock which is patented. Gravity defyer additionally report that it’s scientifically demonstrated to reduce knee pain, based on a 2017 double-blind research project by the Olive View UCLA Healthcare Facility. Those who were without knowing given footwear built with VersoShock Technology experienced 85% reduction in knee pain. Based on these outcomes and also anecdotes, Gravity Defyer are making numerous health claims for their footwear.
Unfortunately for Gravity Defyer the actual science which props up health statements that they’re making is not very robust or non-existent. For that reason, the Federal Trade Commission in the USA (FTC) expected the organization to carry out changes in the method that they market and advertise the shoes. As reported by the Federal Trade Commission Gravity Defyer had not been agreeable with the task, so the FTC have recently lodged legal action against the company for making the health assertions regarding their footwear that are not sustained by the scientific data. The company have mentioned that they are in compliance and that their particular claims concerning their shoes are held up by the data. The Federal Trade Commission have asserted that the statements that is generated by Gravity Defyer are usually overstated plus they are producing claims that are beyond what the evidence in fact found.
Gravity Defyer have before was subject to a bit of dispute since their first logo in the footwear was designed just like a sperm. This company used this logo design to suggest that utilizing their footwear you could end up a new life and the sperm logo design signifies the seeds of a new life. They did put out a news release defending the use of that as their logo, however it did subject the company to a lot of humor and fun being poked at them. Many authorities in marketing and advertising and design had been also critical of the logo. Gravity Defyer eventually switched the logo design in 2015 without any announcement.
The Federal Trade Commission has a history of taking action against shoe businesses and they extracted sizeable multi-million dollar fines from a several manufacturers of the so-called toning footwear manufacturers about 10 years ago. These companies too produced quite a few health and wellbeing statements for their footwear from correcting postural problems to firming up the butt. Clearly there was never any research for any of the claims those manufacturers made. A number of these companies additionally encountered class-action legal actions from consumers about their health and wellbeing claims. The Vibram Five Finger shoe business also paid out a class action litigation over promises for their running footwear and health. The primary difference in these instances and the Gravity Defyer case is that there’s some research to back up the claims that they’re making. The matter in the litigation is that if the outcomes of the research happen to be translated appropriately by the company and the robustness of that data to support the degree and power of the assertions expressed by Gravity Defyer.
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