Reebok to pay $25 Million For Deceptive Advertising
Yup: thanks to the FTC, Reebok’s on the hook for a cool $25 mil in customer refunds. Suffice it to say, the agency took a dim view of Reebok’s claims for its “EasyTone” and “RunTone” shoes.
According to the FTC complaint, Reebok made unsupported claims in advertisements that walking in its EasyTone shoes and running in its RunTone running shoes strengthen and tone key leg and buttock (gluteus maximus) muscles more than regular shoes. The FTC’s complaint also alleges that Reebok falsely claimed that walking in EasyTone footwear had been proven to lead to 28 percent more strength and tone in the buttock muscles, 11 percent more strength and tone in the hamstring muscles, and 11 percent more strength and tone in the calf muscles than regular walking shoes.
Beginning in early 2009, Reebok made its claims through print, television, and Internet advertisements, the FTC alleged. The claims also appeared on shoe boxes and displays in retail stores. One television ad featured a very fit woman explaining to an audience the benefits of Reebok EasyTone toning shoes. She picks up a shoe from a display and points to a chart showing the muscles that benefit from use of the shoes, while a video camera continues to focus on her buttocks. She says the shoes are proven to strengthen hamstrings and calves by up to 11 percent, and that they tone the buttocks “up to 28 percent more than regular sneakers, just by walking.”
Under the settlement, Reebok is barred from:
- making claims that toning shoes and other toning apparel are effective in strengthening muscles, or that using the footwear will result in a specific percentage or amount of muscle toning or strengthening, unless the claims are true and backed by scientific evidence;
- making any health or fitness-related efficacy claims for toning shoes and other toning apparel unless the claims are true and backed by scientific evidence; and
- misrepresenting any tests, studies, or research results regarding toning shoes and other toning apparel.
When they first hit the market, it was pretty obvious that the shoes weren’t all they were cracked up to be… but it’s nice to see some official acknowledgement and regulatory action.
May 22, 2012
Unfortunately the fine hardly even qualifies as a slap on the wrist. Those Shape-ups were introduced in 2009 and sold for $60-$100 a pair. Sales peaked a year later with estimated sales close to $1 billion. With that kind of fine to earnings ratio Sketchers should want to get sued more often.
And the worst part is that the company hired high profile “celebrities” such as Kim Kardashian to promote the shoes. I was hoping she’d at least develop some sort of repetitive stress injury due to a design issue but all she did was make money.