A Californian women has sued New Balance over the advertising claims for
its toning shoes and seeking class-action status. Both Reebok and
Skechers are facing similar lawsuits.
The lawsuit, filed yesterday in US District Court in Boston, is seeking
damages in excess of $5 million on behalf of a California woman, Bistra
Pashamova, and other people who have allegedly been harmed by New
“[Pashamova] was exposed to and saw New Balance's advertising claims,
purchased New Balance toning shoes in reliance on these claims, and
suffered injury in fact and lost money as a result,” the lawsuit said,
according to a report in the Boston Globe.
New Balance has promoted its toning shoes with claims that they increase
muscle activation by at least 27% and increase calorie burn by
up to 10% with each step using either a rounded of flexible
Pashamova, in the lawsuit, is demanding that New Balance
“halt the dissemination of this false and misleading advertising
message, correct the false and misleading perception New Balance has
created in the minds of consumers, and to obtain redress for those who
have purchased any New Balance toning shoes.”
New Balance has not responded to the lawsuit. However, New Balance
spokeswoman Amy Dow, in a previous interview with the Globe, defended
the company's sneakers.
“Having tested our products with hundreds of consumers in the lab and
field combined, we are confident that increased muscle activation occurs
when wearing our toning footwear,” Dow said.