Lawsuit Against On Athletic Shoe Maker

On, a popular athletic shoe maker, is facing a lawsuit from U.S. customers who claim that their sneakers make a "loud and embarrassing squeak." The customers are suing the company for its CloudTec sneakers, which are designed to give the user the feeling of "walking on clouds" but instead cause problems in daily life.

The Problem with CloudTec Sneakers

The CloudTec sneakers, which cost around $200 (£150), have holes in the sole that are meant to provide a comfortable walking experience. However, the lawsuit claims that these holes cause the shoes to squeak loudly, making them embarrassing to wear. The problem is particularly significant for nurses who wear the shoes all day, as the squeaking can be distracting and unprofessional.

Customers’ Complaints

The customers claim that they would not have purchased the shoes if they had known about the squeaking problem. "No reasonable consumer would purchase Defendant’s shoes – or pay as much for them as she did – if they knew that every step produced an audible and noticeable squeak," the lawsuit states. The customers also accuse On of "misleading marketing," claiming that the company did not adequately disclose the squeaking problem.

The Lawsuit

The class action lawsuit was filed on October 9 in U.S. District Court in Oregon. The customers are seeking refunds and other damages, claiming that they were unable to return the shoes after complaining about the noise. The lawsuit cites several On sneaker models, including the Cloudmonster and Cloudrunner, as being unwearable without "significant DIY modifications."

On’s Response

On has declined to comment on the allegations, despite being contacted by the BBC. The company could have "repaired the design and/or offered to repair the shoes" or given consumers their money back, but it did none of these things, according to the complaint.

Impact on Customers

The squeaking problem has had a significant impact on customers, with one customer claiming that she was "no longer able to use her shoes as intended due to the embarrassment and harassment." Other customers have taken to social media to share their own experiences with the squeaking problem, suggesting home remedies such as applying coconut oil to the soles of the shoes.

On’s Financial Performance

Despite the lawsuit, On has reported better-than-expected profits in August, with quarterly sales increasing through direct sales to consumers. The company’s Cloudmonster and Cloudsurfer sneaker models have contributed significantly to its growth, according to earlier reports. However, the lawsuit could potentially damage the company’s reputation and affect its future sales.