Gravity Defyer are a footwear company which brought out their footwear in 2008 that had a spring a part of the heel to help increase shock absorption. Gravity Defyer provides a variety of athletic shoes, casual shoes, dress shoes, boots, hiking footwear and sandals for both women and men that happen to be on the high priced side. They call their ingenious spring and coil impact absorbing device structure, Versoshock that is patented. They further state that it is clinically proven to reduce knee pain, based on a 2017 controlled research project at the Olive View UCLA Healthcare Facility. In the study, those who were without knowing offered footwear built with VersoShock Technology experienced 85% less knee joint soreness. Depending on those outcomes and also anecdotes, Gravity Defyer make a variety of health claims for their footwear.
Unfortunately for Gravity Defyer the particular data that props up health statements that they are making may not be robust or non-existent. Because of this, the Federal Trade Commission (FTC) expected the company to undertake changes in the approach which they market and advertise the footwear. According to the Federal Trade Commission Gravity Defyer had not been agreeable with the undertaking, so they have now lodged legal action against Gravity Defyer for making health claims regarding their footwear that aren't backed up by the research evidence. The company have mentioned that they are in compliance and that their particular statements with regards to their shoes are supported by evidence. The Federal Trade Commission have stated that the statements made by Gravity Defyer tend to be overstated and they are making claims that are over and above exactly what the evidence in fact says.
Gravity Defyer have before was subject to a bit of dispute since their first logo design in the footwear was made just like a sperm. The company used this brand to imply that using their shoes could result in a new living and also the sperm logo design signifies the seed of a new life. They did put out a news release defending the usage of the imagery as their logo, but it did expose them to plenty of jokes and also fun being poked at them. A number of experts in advertising and marketing and design ended up being also critical of this. Gravity Defyer eventually modified the logo design in 2015 with no statement.
The Federal Trade Commission has a history of taking action against shoe companies and it made substantial multi-million dollar fines coming from a number of producers of the so-called toning shoe producers around 10 years ago. They made many health and wellbeing claims for their shoes from improving postural difficulties to firming up the rear end. There was clearly no evidence for the claims that those manufacturers made. Some manufacturers additionally encountered class-action legal cases from consumers over their health and wellbeing claims. The Vibram Five Finger footwear company additionally settled a class action litigation over promises for their running footwear and health. The difference in these instances and the Gravity Defyer case is that there's some research to support the assertions that they're making. The case in the lawsuit is if the effects of the research have been translated properly by Gravity Defyer and the strength of that research to support the magnitude and power of the claims made by the company.