Toning shoes: a $25 million scam
It has been a very long couple of days for me, packing up and moving out of my apartment, and getting ready to catch a trans-Pacific flight — so I was very happy to see some good news to brighten my evening. As Julie Deardorff of the Chicago Tribune notes, Reebok has apparently agreed to refund $25 million to consumers who bought their toning shoes because of misleading advertising claims:
According to the FTC complaint, Reebok falsely asserted specific numerical claims, saying, for example, that walking in EasyTone shoes had been proven to lead to 11 percent greater strength and tone in hamstring muscles than regular walking shoes.
Over the last year or two, I’ve had quite a few requests from readers (or disgusted skeptics) to write a column on the “science” (yes, those are sarcastic quote marks!) behind toning shoes. The problem is that it’s very hard to write a science-of-exercise column on something so devoid of science. (Or to look at it another way, it’s very easy, but the column ends up being two sentences long — and I get paid by the word!)
Anyway, as it turns out, there has been some critical scientific analysis of toning shoes: Christian Finn does a good job of summing up the topic here, including a link to a (non-peer-reviewed) study by some very well respected University of Wisconsin researchers that compared Reebok EasyTone, Skechers Shape-Ups and MBT shoes to ordinary running shoes, and found no worthwhile differences.
The one thing that surprises me is: why Reebok, in particular? Because ads for athletic apparel are generally so ridiculous and misleading that I’ve always assumed they just operate in a truth-free zone. Will similar suits follow against Skechers and other brands? Anyway, regardless of what follows, it’s always good to see the occasional victory for common sense. With PowerBalance earlier this year and now EasyTone, it’s been a pretty good year for the good guys.