It turns out that those funny looking running shoes, that were supposed to help tone your body, are nothing more than funny looking running shoes. The claims that, just by wearing the shoes, you would tone your problem areas, get in shape, and build muscle are bogus.
Now the Federal Trade Commission has levied a $40-million fine against Skechers for the false claims. On top of that, the company has earned The Whiner of the Week Award.
So called, toning shoes, are big business and a billion dollar industry. The chance to become fit through passive activity was promoted by Skechers in numerous advertisements. Celebrity endorsements boasted that that shoes were an exercise breakthrough.
An independent clinical study provided support for the claims. Alas it turns out that the results were manipulated by a chiropractor who is married to Skechers marketing executive.
The company preyed on the desire of an increasingly obese nation to find a quick fitness fix.
While $40 million is a very large number, in some ways it doesn’t seem to be enough of a punishment. Most people don’t have an unlimited budget to spend on fitness. What’s the cost of someone not pursuing a legitimate exercise program because they bought shoes that they thought could do the same thing?