Does Gravity Defyer Footwear Actually Defy Gravity?

Free Gravity Defyer, Inc. Claim Evaluation

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The National Advertising Division of the Council of Better Business Bureaus Claims (“NAD”) has recommended that Gravity Defyer, Inc. discontinue advertising claims that promote certain health benefits associated with wearing the company’s Gravity Defyer shoes.

According to the NAD, Gravity Defyer makes the following claims on its sneakers, shoes, and sandals:

“Scientifically engineered to Defy Gravity.”
“Defy Pain, Defy Aging, Defy Fatigue.”
“They ease the force of gravity, relieving stress on your heels, ankles, knees and back. They boost your energy by propelling you forward.”
Gravity Defyer Benefits include:

Relieve pain
Ease joint & spinal pressure
Reduce fatigue & tiredness
Be more active
Have more energy
Appear taller
Jump higher, walk and run faster
Have instant comfort
Cool your feet & reduce foot odor
Elevate your performance

“85% of people — Ankle and foot pain gone.”
“90% of people — Exercise 20% longer with no fatigue.”
“97% of people — Most comfortable shoe ever.”

While the NAD determined that some of these claims constituted permissible puffery (as reasonable consumers would be unlikely to expect that footwear allows them to actually defy the laws of physics), NAD also concluded that many of the claims at issue were health-related and required competent and reliable scientific evidence as support. The NAD concluded that Gravity Defyer’s testing was insufficient to support its health-related product performance and benefit claims and therefore recommended the discontinuation of quantified health-related claims and the consumer testimonial.

If you would like more information about this, please fill out the form on the right or contact the following attorney:

Andrei Rado, Esq.
Milberg LLP
One Pennsylvania Plaza, 49th Fl.
New York, NY 10119-0165
Phone number: (800) 320-5081
Email: arado@milberg.com

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