Athletic shoe company On is facing a lawsuit from customers who claim its popular sneakers make a “noisy and awkward squeaking sound.”.
CloudTec running shoes typically cost around $200 (£150) and feature holes in the sole designed to make users feel like they're “running on clouds.” Instead, the lawsuit says, they cause problems in daily life, especially for nurses who wear them all day.
“No reasonable consumer would purchase Defendant’s shoes or pay what he paid for them knowing that every step he took would create an audible and noticeable squeak,” the buyers argued.
The company, which did not immediately respond to a request from the BBC, declined to comment on the allegations.
The class action lawsuit was filed Oct. 9 in U.S. District Court in Oregon.
Shoppers say many of On's sneakers are unwearable without “extensive DIY modifications.” They accused the company of “deceptive marketing.”
The plaintiffs, who say they failed to return the shoes after noise complaints, are seeking damages and other damages.
The Swiss sneaker company could “fix the design and/or offer to repair the shoes or [given] consumers got their money back but did nothing about it,” the complaint alleges, referring in particular to the Cloudmonster and Cloudrunner models.
One customer said in the complaint that she “can no longer use her shoes for their intended purpose due to embarrassment and irritation.”
The plaintiffs in their complaint cite social media posts on TikTok and Reddit from other frustrated customers who suggested home remedies for the noise, including applying coconut oil to the soles of their shoes.
On, which is backed by tennis player Roger Federer, reported better-than-expected earnings in August. Its quarterly revenue was boosted by direct-to-consumer sales.
Earlier this year, the company said sales of its Cloudmonster and Cloudsurfer sneaker models contributed “significantly” to its growth.
