Gravity Defyer are a shoes producer which unveiled their footwear in 2008 which had a spring a part of the heel to help increase shock reduction. Gravity Defyer markets a wide range of athletic shoes, casual footwear, dress shoes, boot styles, hiking footwear and sandals for both women and men that are on the pricey side. The company name their ingenious spring impact absorbing system structure, Versoshock that is patented. Gravity defyer further indicate that it is scientifically demonstrated to alleviate knee pain, according to a double-blind study at the Olive View UCLA Clinic. In the study, those who were unknowingly provided footwear built with VersoShock Technologies had a 85% reduction in knee joint soreness. Based on these outcomes and testimonials, Gravity Defyer have made a number of health claims for their footwear.

Unfortunately for Gravity Defyer the particular data that props up health claims that they are making is not very strong or non-existent. Because of this, the Federal Trade Commission (FTC) demanded Gravity Defyer to undertake changes in the way that they promote and advertise the footwear. As reported by the FTC the company wasn't agreeable with the task, so they have now lodged legal action against the company for making the health assertions about their footwear that are not based on the research data. The company have asserted they think they are compliant and that their assertions with regards to their footwear is supported by evidence. The Federal Trade Commission have stated that the statements made by Gravity Defyer usually are overstated and they are producing claims which are over and above what the research actually says.

Gravity Defyer have before was subject to a bit of dispute as the first logo in the shoes was fashioned like a sperm. This company used this brand to imply that utilizing their footwear could cause a new living and the sperm brand is all about the seed starting of a brand new life. Gravity Defyer did publish a news release defending using the imagery as their logo design, however it did expose them to plenty of jokes as well as fun being poked at them. Many experts in marketing and advertising and design ended up being also critical of this. Gravity Defyer eventually modified the logo in 2015 without any announcement.

The Federal Trade Commission has a reputation for taking action against shoe companies and they got substantive multi-million dollar fines from a number of producers of the so-called toning footwear producers around 10 years back. They produced numerous health and wellbeing promises for their shoes from improving postural conditions to toning up the butt. Clearly there was never any research for any of the promises those companies made. A number of these companies additionally faced class-action legal cases from customers over their health promises. The Vibram Five Finger footwear business also settled a class action legal action about promises for their running footwear and health. The main difference in such cases and the Gravity Defyer situation is that there's some research to back up the assertions that they are making. The challenge in the lawsuit is if the effects of the evidence happen to be translated properly by the company as well as the robustness of that evidence to support the magnitude and power of the promises made by the company.