Buttocks Beware, it will not tone in these sneakers!

Last week the FTC charged Reebok International Ltd. with making false claims that its so-called toning shoes helped strengthen leg and buttock muscles. The agency said the ads made unsupported claims that walking in their “EasyTone” footwear was “proven” to tone buttocks 28 percent more than other sneakers and build calf muscles by 11 percent. They agreed to settle the case for $25 million dollars but stated they will not stop selling their “EasyTone” footwear. Sneaker maker Sketchers also has been contacted by the FTC over claims that its Shape-ups shoes have toning benefits. Their promotional materials promise they can *promote weight loss *improve posture* strengthen the back *tighten the abdominal muscles *firm buttocks, calves and thighs * reduce cellulite and *improve blood circulation. It sounds like they may be in the business of miracles rather than sneakers. They also have the Kardasians as representatives, and you can be assured that they have a lot of credibility as stars of a Reality TV show. I would have thought that hiring someone who looked like Moses might have upped sales even more dramatically. What always fascinates me is that people are more liable to believe false claims and celebrities than individuals that are trained to really know what sneakers might create less trauma to our bodies. Podiatrists and Orthopedic surgeons have already stated that toning footwear is not a great choice. It can cause damage to your Achilles tendons, strain calf muscles and create an imbalance in your stride which can compromise those who already have balance problems. All of this rhetoric seems to fly in the face of reason since common sense has become less and less a part of the culture. If a product makes claims that it can burn fat, tone your abdomen and help you lose weight in less time than it takes to brush your teeth, than the mad rush to purchase whatever it is begins. sketcher sales grew to $1 billion dollars in 2010 before dropping off this year as retailers and shoemakers were forced to slash prices after demand fell. Could it be that there were a series of epiphanies? Gee maybe losing weight is also contingent on eating less and  reducing stress, since too much stress can increase abdominal fat. But, hey that doesn’t cost anything, so it just isn’t going to sell, unless of course it can be bottled into some elixir and sold by Yogi Bear in a bikini!

About lorettalaroche

An international stress management and humor consultant whose wit, and irreverent humor, has, for over 30 years raised the humor potential in all of us. She is on the Mass General advisory council for anxiety and depression and was recently awarded the National Humor Treasure Award. Loretta writes a weekly newspaper column called, ‘Get a Life’.

This entry was posted in Buyers beware, Clothing, Get a Life and tagged , , , , . Bookmark the permalink.

5 Responses to Buttocks Beware, it will not tone in these sneakers!

  1. RachaelB says:

    If it’s true, it will only be effective if you use it often as to have a goal of 5,000 steps a day, as well as eating the right food in moderation. If you really want to stay fit, then you need to work hard for it, and not depend on items that I alleged to help you stay fit and firm.

  2. Pingback: Unbending Intent | Essential Knowledge

  3. annette143 says:

    this seems appropriate}
    Obituary Notice: the Death of Common Sense

    Today we mourn the passing of a beloved old friend by the name of Common
    Sense who has been with us for many years.
    No one knows for sure how old he was since his birth records were long ago lost in bureaucratic red tape.
    He will be remembered as having cultivated such value lessons as knowing
    when to come in out of the rain, why the early bird gets the worm and that
    life isn’t always fair.

    Common Sense lived by simple, sound financial policies (don’t spend more
    than you earn) and reliable parenting strategies (adults, not kids, are in charge). His health began to rapidly deteriorate when well intentioned but overbearing regulations were set in place.

    Reports of a six-year-old boy charged with sexual harassment for kissing a classmate; teens suspended from school for using mouthwash after lunch;
    and a teacher fired for reprimanding an unruly student, only worsened his condition.

    It declined even further when schools were required to get parental consent to administer aspirin to a student; but, could not inform the parents when a student became pregnant and wanted to have an abortion.

    Finally, Common Sense lost the will to live as the Ten Commandments
    became contraband; churches became businesses; and criminals received better
    treatment than their victims.
    Common Sense finally gave up the ghost after a woman failed to realize that a steaming cup of coffee was hot, she spilled a bit in her lap, and was awarded a huge settlement.

    Common Sense was preceded in death by his parents, Truth and Trust, his wife, Discretion; his daughter, Responsibility; and his son, Reason. He is survived by two
    stepbrothers; My Rights and Ima Whiner. Not many attended his funeral
    because so few realized he was gone. If you still know him pass this
    on, if not join the majority and do nothing.

    • Dulci says:

      Amen.

    • Dee says:

      @annette143 – Thanx for sharing the obit – nothing fits the current zeitgeist better!
      I’ve send the link to my friends, so that we can all sadly nod together.
      @Dulci – Let us pray for his (and his family’s) resurrection.

Comments are closed.