Customers sue maker of popular On Cloud shoes over ‘noisy and embarrassing’ squeaks

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

“CloudTec” sneakers usually cost around $200 (£150) and feature perforations in the sole designed to make wearers feel like they’re “running on clouds”. Instead, they cause problems in daily life, especially for nurses who wear them all day, the lawsuit says.

“No reasonable consumer would purchase Defendant’s shoes – or pay as much for them – knowing that each step creates an audible and noticeable squeak,” the customers claim.

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

Customers say multiple On sneaker styles can’t be worn without “significant DIY modifications.” They accused the company of “deceptive marketing.”

Claiming that they cannot return the shoes after complaining about the noise, the plaintiffs want a refund and payment of other damages.

The Switzerland-based sneaker company “could have corrected the design and/or offered to repair the shoes” [given] Citing the Cloudmonster and Cloudrunner models, among others, the complaint alleges that they gave consumers their money back but did neither of those things.

One customer claimed in his complaint that he “can no longer use his shoes for their intended purpose due to embarrassment and discomfort.”

In their complaints, the plaintiffs cite social media posts on TikTok and Reddit from other frustrated customers who suggested at-home solutions to the noise (including applying coconut oil to the soles of their shoes).

On, 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 growth.