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Schachter, Hendy & Johnson, Attorneys At Law

Controversy Over “Toning Shoe” Claims

Posted on Dec 20, 2010
Sales for toning shoes, such as Skechers Shape-ups, are expected to reach $1.5 billion this year. That is a staggering 500 percent jump from the previous year.

Why the increase in popularity? Perhaps it’s the fact that many consumers are buying into the claims made by shoe manufacturers that toning shoes, or wellness shoes, can do the impossible. They can help you get in shape without having to step foot in a gym.

Part of Skechers’ promotional campaign includes slogans such as: “Change your life” and “Get in shape without setting foot in a gym.”

However, many fitness specialists are warning consumers that toning shoes may not live up to the hype. The American Council on Exercise released a study showing that toning shoes fail to live up to the promises made by shoe manufacturers, such as Skechers and Reebok.

“Toning shoes appear to promise a quick-and-easy fitness solution, which we realize people are always looking for,” said Cedric X. Bryant, the council’s chief science officer. “Unfortunately, these shoes do not deliver the fitness or muscle toning benefits they claim. Our findings demonstrate that toning shoes are not the magic solution consumers were hoping they would be.”

The majority of the toning shoes on the market are geared toward female consumers. However, many shoe manufactures are anticipating rolling out newer designs to target the male market.

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