Americans are quick to look for an easy way to accomplish a task that common sense suggests should involve considerable effort. A prime example is the desire to sculpt one’s body to a form pleasing to both owner and beholder without a substantial investment of time and energy. Given that, it is hardly a shock that sales of shoes that promised to tone up a woman’s legs and, ahem, backside enjoyed brisk sales. It’s hardly a surprise, either, that a federal agency now says a company’s ads about the shoes were deceptive, and that consumers are due millions in refunds.
As a result, Reebok — a division of Adidas — has agreed to refund up to $25 million to U.S. customers who forked over $100 or more for the shoes that the manufacturer said would tone and strengthen a customer’s legs 11 percent better than regular walking shoes and shape bottoms 28 percent better. The promise, it seems, was not supported by fact-based research.
Indeed, evidence was skimpy from the start to support the claim that the toning shoes” “balance-ball inspired technology” could create a slight instability to force leg and buttock muscles to work harder and thus become more shapely. Many who used the shoes challenged Reebok’s claims. Then, a vetted study last year at the University of Wisconsin, La Crosse, found that three types of toning shoes, including Reebok’s, offered no significant benefits over ordinary gym shoes. The study was definitive.
“There is simply no evidence to support the claims that these shoes will help wearers exercise more intensely, burn more calories or improve muscle strength and tone,” authors of the report stated. Reebok doesn’t agree. A company spokesman wrote that, “We stand by our technology … In order to avoid a protracted legal battle, Reebok has chosen to settle with the FTC [the Federal Trade Commission}”
Whatever Reebok says for public consumption, the company is abiding by the FTC’s ruling about its fitness claims. It’s stopped running ads for the toning shoes — which also included running and sandal versions as well as exercise shoes — and established a system to expedite consumer refunds.
So far, the FTC has not indicated if it would challenge other firms that manufacture toning shoes. At the least, careful examination of their claims and advertising is required. The fiscal and physical stakes are high, though. Sales of toning shoes totaled more than $1 billion last year, though they have fallen somewhat this year. More negative publicity about health benefits could further depress the market.
Whatever occurs, there is a vital lesson to be learned from the FTC-Reebok situation. There’s still no easy way to improve muscle tone, health and body shape. It still requires a commitment to regular exercise and health lifestyle. Anyone or anything that suggests otherwise is engaging in deceptive practices.