Gravity Defyer are a footwear company that launched their footwear back in 2008 that had a spring and coil embedded in the heel to increase cushioning. Gravity Defyer markets an array of athletic shoes, informal shoes, dress shoes, boots, hiking shoes and sandals for both men and women that are on the pricey side. They name their particular innovative spring cushioning process structure, Versoshock that is patented. They additionally report that it's clinically demonstrated to ease knee pain, according to a 2017 double-blind research project by Olive View UCLA Clinic. In the study, those who were without knowing given shoes equipped with VersoShock Technology had a 85% less knee pain. Depending on those outcomes and also anecdotes, Gravity Defyer are making quite a few health claims with regard to their products.
Unfortunately for Gravity Defyer the particular evidence that supports the health statements that they're making is not very strong or even exist. For this reason, the Federal Trade Commission in the USA (FTC) demanded the company to carry out changes in the approach they publicize and showcase the footwear. As reported by the Federal Trade Commission Gravity Defyer wasn't agreeable with the task, so they have now filed a lawsuit against Gravity Defyer for making the health assertions about their footwear which are not supported by the scientific data. The company have stated that they think they are in compliance and that their particular claims concerning their footwear is held up by the evidence. The Federal Trade Commission have said that the claims made by Gravity Defyer are overstated plus they are making claims which are beyond what the research actually found.
Gravity Defyer had earlier was subject to some dispute since their first logo design in the footwear was made looking like a sperm. The company used that logo design to suggest that making use of their shoes you could end up a new life and also the sperm brand symbolizes the seed starting of a new life. They did publish a press release defending the usage of that as their logo design, but it did expose the company to a lot of humor along with ridicule. Numerous industry experts in advertising and design ended up being also critical of this. Gravity Defyer eventually switched the logo in 2015 with no announcement.
The FTC has a history of following through against footwear companies and they made substantial multi-million dollar penalties and fees coming from a number of manufacturers of the so-called toning footwear suppliers around ten years back. These companies too made many health promises for their shoes from correcting posture conditions to firming up the rear end. There was clearly never any data for the promises those manufacturers made. A number of these manufacturers additionally faced class-action litigation from customers about their health and wellbeing claims. The Vibram Five Finger footwear business in addition paid out a class action suit over promises for their running shoes and health. The difference in such cases and the Gravity Defyer one is that there's some evidence to support the promises that they are making. The issue in the litigation is that if the effects of the evidence have been translated properly by Gravity Defyer and the robustness of that data to support the extent and strength of the promises produced by Gravity Defyer.