Swiss shoemaker On faces class-action lawsuit over ‘squeaky noise defect’

A pair of On Cloud 5 shoes. (On)

Swiss shoemaker On is facing a class-action lawsuit over allegations that its popular sneakers constantly make loud and annoying squeaks.

The US$5-million lawsuit is taking aim at On’s signature “CloudTec” cushioning system, which is made up of hollow areas that are meant to absorb impacts and propel you forward. According to a class-action complaint filed in a U.S. court, those holes make the sneakers anything but sneaky.

“(W)hen the consumer steps, whether walking or running in them, the sliding rubber within the CloudTec rubs together, causing a noisy and embarrassing squeak with each and every step,” the complaint document stated. “No reasonable consumer would purchase Defendant’s shoes — or pay as much for them as they did — knowing each step creates an audible and noticeable squeak.”

In Canada, On’s CloudTec shoes retail for about C$170 to more than C$300, while limited edition models can cost as much as $950.

The plaintiffs say On is aware of the issue but refuses to cover the “critical defect” through its warranty. By not disclosing the possibility of “immense squeaking,” the complaint accuses On of engaging in “fraudulent business practices” and a “deceptive marketing scheme.”

The complaint document is peppered with screengrabs of social media posts from frustrated customers and those offering solutions, such as baby powder and thorough sandpapering. Some report hearing squeaks immediately, while others say they started after months of wear.

The complaint says nurses and others who work on their feet “bear the brunt of this defect” which can only be remedied though “significant (do it yourself) modifications to the shoe.”

“Any tips? Squeak! Squeak! Squeak!,” one of the social media posts read. “My patients were like I know that you’re coming because of your shoes.”

At least 11 of On’s CloudTec styles are named in the lawsuit, including the Cloud 5, Cloud 6 and Cloudrunner. Led by plaintiffs from California and New York, there are more than 100 members of the class action, which is seeking over US$5 million.

The class action complaint was filed on Oct. 9 at the U.S. district court in Portland, Ore., the city where On’s U.S. office is located. On and lawyers for the plaintiffs did not immediately respond to requests for comment. The allegations have not been proven in court.

Headquartered in Zurich, Switzerland, On has quickly become a major player in the athletic shoe market since the company was founded in 2010. In 2024, it reported sales totaling more than 2.3 billion Swiss francs (about C$4.1 billion), which was a roughly 30 per cent increase over the previous year.