Gravity Defyer are a footwear producer which unveiled their footwear back in 2008 which had a spring a part of the heel to increase shock reduction. Gravity Defyer markets a variety of sports shoes, casual shoes, dress shoes, boot styles, hiking footwear and sandals for both women and men that are on the high priced side. The company name their particular inventive spring and coil impact absorbing structure structure, Versoshock that is patented. Gravity defyer further point out that it's scientifically proven to reduce knee pain, according to a controlled research project by Olive View UCLA Clinic. Participants in the research who were unknowingly provided shoes equipped with VersoShock Technology had a 85% less knee symptoms. Based on those outcomes and anecdotes, Gravity Defyer are making quite a few health claims for their shoes.
Unfortunately for Gravity Defyer the particular data which supports the health statements that they're making is not very robust or even exist. For that reason, the Federal Trade Commission in the USA (FTC) expected the organization to undertake changes in the approach that they promote and showcase the shoes. According to the Federal Trade Commission the company wasn't agreeable with the task, so they have now lodged a lawsuit against the company for making health assertions regarding their shoes that aren't backed up by the research data. Gravity Defyer have mentioned that they are in compliance and that their particular statements with regards to their footwear is based on the evidence. The FTC have announced that the claims made by Gravity Defyer are usually embellished plus they are making claims which are beyond what the research really says.
Gravity Defyer had before courted some controversy as the original logo design on the shoes was shaped like a sperm. The business used that brand to suggest that making use of their footwear could result in a new existence and also the sperm brand symbolizes the seed of a new life. Gravity Defyer did put out a news release defending the use of that as their logo, but it did subject them to a lot of humor and ridicule. Numerous authorities in marketing and advertising and design had been also critical of this. Gravity Defyer finally changed the logo design in 2015 with no announcement.
The FTC has a history of taking action against shoe businesses and it got substantive multi-million dollar fines from a several manufacturers of the so-called toning footwear producers about ten years back. These companies too made numerous health promises for their shoes from improving posture conditions to firming up the buttocks. There was clearly never any evidence for any of the promises that those companies made. Some manufacturers furthermore faced class-action legal actions from consumers about their health and wellbeing promises. The Vibram FiveFinger footwear company in addition settled a class action lawsuit over claims for their athletic shoes and health. The main difference in these instances and the Gravity Defyer situation is that there is some research to support the promises that they are making. The challenge in the legal action is if the effects of the evidence happen to be considered appropriately by the company along with the strength of that evidence to support the degree and power of the claims expressed by Gravity Defyer.