Sneaker company On sued over ‘noisy and embarrassing’ shoes

Athletic shoe company On is facing a lawsuit from customers who say its popular sneakers make a “loud and embarrassing squeak.”.

“CloudTec” trainers typically cost around $200 (£150) and have holes in the sole designed to make users feel like they are “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 as much for them as he did – knowing that each step creates an audible and noticeable squeak,” the customers claim.

The company, which did not immediately respond to a BBC inquiry, declined to comment on the allegations.

Customers say several styles of On sneakers are unwearable without “extensive DIY modifications.” They accused the company of “deceptive marketing.”

The plaintiffs, who say they were unable to return the shoes after complaining about the noise, are seeking refunds and other damages.

The Swiss-based sneaker company could have “fixed the design and/or offered to repair the shoes or [given] consumers refunded their money but did none of this,” the complaint alleges, citing the Cloudmonster and Cloudrunner models, among others.

One customer claimed in the complaint that she “was no longer able to use her shoes as intended due to embarrassment and embarrassment.”

The plaintiffs in their complaint reference social media posts on TikTok and Reddit from other frustrated customers who have suggested home remedies for the noise, including applying coconut oil to the soles of shoes.

On, supported by tennis player Roger Federer, published better than expected results 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.