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Reebok Forced to Tone it Down
Posted by: konrad | September 29, 2011 | Leave a Comment
It seems consumers are not the only ones unhappy with the exaggerated or unfounded claims that are often used to advertise fitness products. The latest way to get in shape with minimal effort is walking in “toning footwear”, shoes with specially shaped soles that force muscles to work harder to maintain stability. In 2010, just three years after segment pioneer Skechers released its Shape-ups, toning sneakers became a billion dollar market. But while shoe shoppers including Kim Kardashian bought into the idea, the FTC’s Bureau of Consumer Protection was not convinced. After several university studies proved many models offered no more muscle activation than regular sneakers, the producer of one of the worst performing ones, Reebok, has been hit with an unusually severe fine of $25 million. According to the Bureau, the company has been using insufficiently proven claims to market its EasyTones. The money will go towards customer refunds. Meanwhile, Reebok’s competitors are dealing with lawsuits and slumping sales.
While the FTC is right in exposing false data, it is hard to say whether customers who purchased EasyTones deserve full refunds. Stores are full of questionable items and it is up to the consumer to do his research. Moreover, while they may not tone, shoes like Shape-ups and EasyTones have other benefits such as comfort. Is the customer entitled to a full refund based on one feature not working quite as promised?