Anti-Counterfeiting Policy
Genuine footwear. No exceptions, no shortcuts.
Eww Sports Shoes sells performance running and sports footwear sourced exclusively through legitimate wholesale and trade channels. This page explains, in plain language, how we keep counterfeit and imitation products out of our catalogue, how every pair is checked, and exactly what happens if something is ever wrong.
We built this business on real shoes, not workarounds
Wellnessmasco Ltd, trading as Eww Sports Shoes, sells a narrow, carefully chosen range of performance running and sports footwear — current and recent silhouettes from On Running, HOKA, and Brooks — to customers in the United States and Canada. We do not manufacture footwear, we do not design footwear, and we have no production relationship with any of the brands we sell. Every pair listed on our site is a genuine product made by its original manufacturer.
This policy sets out, in detail, how we make sure that stays true: where our stock comes from, how it is checked before it leaves our warehouse, how we describe it on our website, and what we do — quickly and without excuses — if a customer ever has a genuine concern about authenticity.
We wrote this policy ourselves, specifically for our own catalogue and our own sourcing model. It isn't a copied template, and it reflects exactly how Eww Sports Shoes operates day to day.
What we mean by “counterfeit” or “non-genuine”
These words get used loosely online, so we want to be specific about exactly what we are guarding against on our own site.
Imitation trademarks
A logo, name, or design mark that is identical or near-identical to a brand's real mark, used without that brand's authorisation, in a way designed to be mistaken for the original.
Look-alike products
Footwear built to copy a brand's shape, colourway, or styling cues, with no legitimate manufacturing, licensing, or supply relationship to that brand.
Mismatched codes or packaging
Boxes, labels, or style and size codes that don't match what the original manufacturer actually issues for that specific model and colourway.
Misleading sale language
Words like “inspired by”, “first copy”, “replica”, or “AAA quality” used in place of, or alongside, a real brand name.
Where our stock actually comes from
We buy our inventory through wholesale distributors and trade suppliers who deal directly in genuine On Running, HOKA, and Brooks stock. We do not list items pulled from unverified marketplace sellers, anonymous overseas drop-shippers, or any source that cannot show us where the stock originated.
Before we work with a new supplier, we ask for evidence that the stock is genuine: proof of purchase from a legitimate point in the supply chain, and a written confirmation from the supplier that what they are providing us is authentic, new, and unworn. We keep that documentation on file for our own records.
Stock is bought outright by Wellnessmasco Ltd and held in our own warehouse in the United Kingdom before it is dispatched to customers in the US and Canada. We are not a marketplace connecting buyers to third-party sellers — every order on ewwsportshoes.com is fulfilled by us, from stock we own.
What happens to a pair before it reaches you
Visual inspection
Each pair is checked against the manufacturer's own reference images and product details for that exact style and colourway.
Style & size code check
We confirm the style code, size, and colourway on the box and the shoe match what the manufacturer issues for that model.
Packaging check
Original brand packaging, labelling, and any manufacturer tags are checked for consistency before an order is packed.
New & unworn only
We only sell new, unworn footwear in its original packaging. We don't list used, refurbished, or seconds-grade stock.
How we write and price every product page
Product titles, images, and descriptions on our site are written to match the actual item for sale — the same brand, model, colourway, and size you will receive. We don't use a popular shoe's name or photos to advertise a different, unrelated product.
Where we show a “regular price” alongside a sale price, that regular price reflects a price we have genuinely charged for that item on our own site, not an inflated figure invented to make a discount look bigger than it is.
We use brand names like On Running, HOKA, and Brooks only to identify the actual product we are selling — never to suggest that Eww Sports Shoes is owned by, partnered with, or endorsed by any of those companies. We are an independent retailer, and we say so clearly throughout this site.
The US and Canadian laws this policy is built around
We ship only to the United States and Canada, so this policy is written specifically around the trademark, customs, and consumer-protection rules that apply in those two markets.
United States
Canada
This is a summary provided for transparency, not legal advice. If you have a specific legal question about counterfeiting or trademark law, we'd recommend speaking with a qualified lawyer in your own jurisdiction.
Lines we don't cross, ever
List replica or imitation stock
We will never knowingly list a product described, sourced, or manufactured as a replica, imitation, or “first copy”.
Mislead with a brand's name
We will never use a brand's name, logo, or imagery to advertise a different or unrelated product.
Claim false certification
We will never claim to be an authorised retailer, certified reseller, or official brand partner unless that is true and provable.
Refuse a genuine refund
If we confirm an item isn't genuine, we will never ask you to keep it, and we will never deny the refund or replacement you're owed.
If you believe you've received a non-genuine item
This is what actually happens, step by step, if you ever raise an authenticity concern with us.
Contact us within 30 days
Email info@ewwsportsshoes.com with your order number and a few clear photos, including the box label and any stitching or branding you're unsure about.
We compare it against the original
We check what you've described against the manufacturer's own reference details and our supplier's records for that batch.
We respond within 3 business days
You'll hear back from a real person on our team, Monday to Friday, with our findings and the next step.
Refund or replacement, your choice
If we confirm the item isn't genuine, you choose a full refund or a replacement, and you won't be left covering the cost of returning it while we investigate.
If you represent On Running, HOKA, Brooks, or another brand
If you are a brand owner, trademark holder, or their authorised representative and have a concern about how a product is represented on ewwsportshoes.com, contact us directly at info@ewwsportsshoes.com with the product link and the specific concern. We aim to respond within 5 business days and will remove or correct any listing that doesn't meet this policy.
Independent of any other process
You're also free to use the official enforcement channels available in your own country at the same time — we've listed the main ones for the US and Canada below. Using them doesn't replace contacting us directly, and we'd genuinely rather hear from you first.
Where to report suspected counterfeits independently
These are official, free government and law-enforcement channels. We don't operate any of them — they exist for anyone, anywhere, who wants to report suspected counterfeit goods.
US Customs & Border Protection
The e-Allegations programme for reporting suspected counterfeit imports into the United States.
File a reportNational IPR Coordination Center (US)
Accepts referrals on intellectual property rights violations, including counterfeit footwear and apparel.
Submit a referralCBSA Intellectual Property Rights Program (Canada)
The Request for Assistance programme allowing Canadian border officers to detain suspected counterfeit shipments.
Learn moreCanadian Anti-Fraud Centre
Co-overseen by the RCMP, OPP, and the Competition Bureau, including the prevention of counterfeit goods sales.
Report fraudFiling a report with any of these agencies is free, voluntary, and entirely independent of any contact you have with us. We'd still encourage you to email us at info@ewwsportsshoes.com first, so we can look into it directly and quickly.
Questions about this policy? Talk to a real person
We're available Monday to Friday, 9:00 AM to 5:00 PM, Greenwich Mean Time. Outside these hours, send a message and we'll reply the next business day.
On, ON Running, Cloud, HOKA, and Brooks are trademarks of their respective owners. Eww Sports Shoes and Wellnessmasco Ltd are independent retailers and are not affiliated with, sponsored by, or endorsed by any of the brands mentioned on this site or referenced in this policy. Brand names are used solely to identify the genuine products we sell.
This policy is reviewed regularly and was last updated in June 2026. It is provided for transparency and does not constitute legal advice. For details on how we handle your personal data, see our Privacy Policy, or get in touch via our Contact page.