There is a lot of hullabaloo in the world of butt-shaping shoes lately.  Reebok is under fire from the FTC for its claims that their butt-shaping/lifting EasyTone and RunTone shoes actually change the appearance of your behind.  See Reebok claimed that consumers could see a 28% increase in the strength and tone of the butt, as well as an 11% increase in the strength and tone of hamstrings and calf muscles.

The company, despite allegations and a 25 million dollar settlement to resolve the claim, stands by their ReeTone promise and asserts that they have received “overwhelmingly enthusiastic feedback from thousands of EasyTone customers and remain committed to the continued development of our EasyTone line of products.”

Now ever since women first discovered the word cellulite, companies have tailored marketing campaigns to ease the most stubborn fat fears.  Stretch mark creams, diet pills, fancy moon shoes—they all fall under the same umbrella.  Do they actually make a difference? Or is it simple the result of some kind of placebo effect?

Sketchers is similarly under fire for their shoe, the Shape-Up, promoted by the backside of Kim Kardashian.

In the case of Reebok and the EasyTone and Sketchers and the Shape-Up, perhaps what the consumer sees is simply a change because they are exercising more?  Or perhaps women have a tendency to see what they want to believe.  Or maybe they do work.  At least that’s what Reebok says.

Still more, maybe it’s just time we did some good old-fashioned squats!  Get yourself a balance pod and some free weights and there will be no debate about the appearance of your behind.

Reebok:                                                          Skechers:

 

 

 

 

 

-Arianna Schioldager