Shoes are a $75 million lie

By Amy Murakami

Millions of Americans embraced the athletic shoe created by Skechers called the Shape-Ups.  Many pairs were sold because they promise to strengthen and tone muscles without setting foot into a gym.  Let’s be real, people, how can a shoe magically make you achieve a rear like Kim Kardashian?
The way I see the Shape-Ups is just another form of a fad diet.  They are telling you to take the easy way out; just lace up these shoes and fitness is guaranteed.  Like a crash diet they promote exercising less and promising to look beautiful while wearing them.  Even more gag-worthy, they have a celebrity endorsing the shoe who was already famous for her body prior to the shoe’s creation.  Kardashian and her mother, Kris Jenner, advertise Shape-Ups with the tag line, “Get Fashionably Fit.”  Another advertisement encouraging people to look the “part” in Hollywood.
Fortunately, I am not the only one  who sees past these claims.  The Federal Trade Commission (FTC) has recently fined Reebok $25 million because of their EasyTone shoes that made bogus claims to tone the calf muscles.  Skechers now is facing the same battle and a larger fine of $75 million.  Starting out with furious bloggers, now the media is attacking the brand for its preposterous claims.
Skechers is planning to stand up for its shoe and fight.  In an article in Advertising Age, Skechers is quoted, “We believe that our claims and advertising, with respect to our core toning products, are supported by scientific tests, expert opinions, and other relevant data.”
Skechers leads the shoe-toning category with a 60 percent share.  Making a number of people believe that Skechers has done something right.   Some bloggers have given better feedback with saying that the shoe gives them more thought about walking and exercise is more on their mind when they have them on.   This is a positive aspect to the shoe when people are willing to walk further distances.
As for the most part, people just need to get it in their heads that you have to pay visits to the gym and do more than walk from your driveway to your front door to get a toned bottom half.  The only fashionable aspect of this phenomenon is the advertisements that feature Kim Kardashian, and that is because you are looking at her face and not her feet. Therefore, may these ridiculous allegations and ugly shoes come to and end faster than her 72-day marriage to Kris Humphries.