Skechers to shell out $50 million for lying to you about Shape-ups shoes

Those shoes are not the reason Kim Kardashian's got those legs.

Basically, everything Skechers told you about its Shape-ups shoes was not true. From Reuters:

Skechers USA Inc has agreed to pay $40 million to settle charges that it made unfounded claims when it advertised that its “toning shoes” would enable users to get stronger and lose weight. Skechers will pay an additional $5 million to 43 states and the District of Columbia and another $5 million to class action attorneys, the Manhattan Beach, California, company said in a statement.

The Federal Trade Commission said on Wednesday the shoe maker was deceptive in the marketing of its Shape-ups, Resistance Runner, Toners and Tone-ups shoes.

The settlement with Skechers follows a September 2011 settlement with Reebok International Ltd in which it agreed to pay $25 million to resolve similar charges. Reebok is owned by Adidas.

In both cases, the money will go largely toward consumer refunds.

Toning shoes are designed to be slightly unstable, and manufacturers say the instability requires the wearer to work harder, thus strengthening muscles.

“Skechers’ unfounded claims went beyond stronger and more toned muscles. The company even made claims about weight loss and cardiovascular health,” said David Vladeck, director of the FTC’s Bureau of Consumer Protection.

The Federal Trade Commission has an illuminating roundup of the various fudges and obfuscations Skechers indulged in while peddling their toning shoes to the public:

  • A Shape-ups ad telling consumers to “Shape Up While You Walk,” and “Get in Shape without Setting Foot in a Gym,” and claiming that the shoes are designed to promote weight loss and tone muscles. The FTC alleges that Skechers made unsupported claims that Shape-ups would provide more weight loss, and more muscle toning and strengthening than regular fitness shoes.

  • Shape-ups ads with an endorsement from a chiropractor named Dr. Steven Gautreau, who recommended the product based on the results of an “independent” clinical study he conducted that tested the shoes’ benefits compared to those provided by regular fitness shoes. The FTC alleges that this study did not produce the results claimed in the ad, that Skechers failed to disclose that Dr. Gautreau is married to a Skechers marketing executive, and that Skechers paid Dr. Gautreau to conduct the study.

  • Shape-ups ads featuring celebrities including Kim Kardashian and Brooke Burke. Airing during the 2011 Super Bowl, the Kardashian ad showed her dumping her personal trainer for a pair of Shape-ups. The Burke ad told consumers that the newest way to burn calories and tone and strengthen muscles was to tie their Shape-ups shoe laces.

  • An ad that claims consumers who wear Resistance Runner shoes will increase “muscle activation” by up to 85 percent for posture-related muscles, 71 percent for one of the muscles in the buttocks, and 68 percent for calf muscles, compared to wearing regular running shoes. The FTC alleges that in citing the study that claimed to back this up, Skechers cherry-picked results and failed to substantiate its ad claims.

As always, it’s worth remembering that there are no magic wands when it comes to fitness. Diet and exercise will help you get in better shape. A new pair of shoes, generally, won’t.



News
Entertainment
Sports
Lifestyle
International

PHOTO: Queen Elizabeth pulls off epic photobomb

The selfie / photobomb has gone viral.

Local

Astoria minivan crash kills 1, injures 6: NYPD

Anthony Boyd, 45, died soon after what investigators believe was some sort of medical emergency as he drove his family through Astoria on Sunday afternoon.

Local

NYC pension funds valued at $160b: Scott Stringer

The five NYC pension funds that thousands of city employees contribute to saw its fifth year in a row of increased returns, up $23 billion from last year.

International

Sierra Leone Ebola patient, recovered from family, dies…

An Ebola patient whose family sparked a nationwide hunt when they forcefully removed her from a treatment center and took her to a traditional healer has died.

Entertainment

'Kim Kardashian: Hollywood' game easter eggs and cheats

"Kim Kardashian: Hollywood" is the hottest game of the moment. Here are its best easter eggs as well as some tips and tricks to speed your way to the top.

Television

Kacy Catanzaro credits mind over body in "American…

Kacy Catanzaro credits her victory to mental focus and upper body strength.

Entertainment

Q&A: The brains behind 'Kim Kardashian: Hollywood'

"Kim Kardashian: Hollywood" is the hottest game of the moment. We talked with Christopher Locke of Glu Canada to find out more about developing the game.

Movies

The 'Hunger Games: Mockingjay Part 1' trailer is…

Watch 'The Hunger Games: Mockingjay Part 1' trailer.

NFL

Computer to Jets: Start Michael Vick over Geno…

Jets general manager John Idzik says the choice of who starts between second-year quarterback Geno Smith and veteran Michael Vick will be a “Jets decision.”

MLB

Yankees looking to trade for Josh Willingham: Report

CBS Sports’ Jon Heyman reported Sunday the Yankees are interested in Twins outfielder Josh Willingham.

MLB

Joe Torre: I'm in Hall of Fame because…

Joe Torre spent 18 years putting together a near Hall of Fame career as a player. But it was the 12 years he spent as…

MLB

Yankees GM Brian Cashman breaks down art of…

The action frequently accelerates as the non-waiver trade deadline approaches, as it will on Thursday.

Tech

Amazon offers 3D printing to customize earrings, bobble…

By Deepa SeetharamanSAN FRANCISCO (Reuters) - Amazon.com Inc will offer 3D printing services that allow customers to customize and build earrings, bobble head toys and…

Wellbeing

This Week In Health: Friends share similar DNA,…

Friends share similar DNA, study finds Location: U.S. Study subjects: Nearly 2,000 people Results: When it comes to our social networks, it seems that birds of…

Education

Are liberal arts colleges turning away from the…

Bryn Mawr College, a small women's college located just outside of Philadelphia, announced last week that it would be making standardized tests like the SAT…

Education

Recent grads discover school superintendent plagiarized parts of…

  Two recent high school graduates made a surprising discovery about the commencement speech their school superintendent delivered at their graduation: portions of it was copied…