Reebok paying to settle charges over shoe claims

WASHINGTON (Reuters) - Reebok International Ltd has agreed to pay $25 million to settle charges that it made unsupported claims that its "toning shoes" provide extra muscle strength, the U.S. Federal Trade Commission said on Wednesday.

The money will go toward consumer refunds.

Reebok advertisements said the shoes strengthened hamstrings and calves by up to 11 percent more than regular sneakers, and toned the buttocks by up to 28 percent more, the FTC said.

"To its credit, Reebok pulled these ads sometime in the middle of our investigation," David Vladeck, head of the FTC's Consumer Protection Bureau.

Toning shoes are designed to be slightly unstable. Makers of such shoes often say the instability requires the wearer to work harder, thus strengthening muscles.

"We did get consumer complaints. We watch TV. We read the newspapers," said Vladeck. "There is no such thing as a no-work, no-sweat way to a fit and healthy body."

Adidas, which owns Reebok, said in a statement that it disagreed with the FTC and stood behind the shoes.

"The (FTC) allegations suggested that the testing we conducted did not substantiate certain claims used in the advertising of our EasyTone line of products," Adidas said. "In order to avoid a protracted legal battle, Reebok has chosen to settle with the FTC. Settling does not mean we agreed with the FTC's allegations; we do not."

The company added, "We stand behind our EasyTone technology -- the first shoe in the toning category that was inspired by balance-ball training."

A variety of companies advertise toning shoes, including New Balance, Skechers, Ryka and Avia.

Skechers acknowledged in an August filing with the Securities and Exchange Commission that the FTC was looking at its advertisements for its Shape-ups and other toning shoes.

The FTC said Reebok began making the claims about its EasyTone and RunTone shoes in early 2009, and provided statistics about the purported benefits of the shoes.

The refunds to customers will be made available either directly from the FTC or through a court-approved class-action lawsuit, the agency said.

By Diane Bartz in Washington and Nivedita Bhattacharjee in Bangalore | Reuters

New Balance Faces Potential Class Action Over Toning-Shoe Claims

Boston, MA: New Balance, the Boston-based sneaker maker is being sued over allegations of deceptive advertising, specifically, that its toning shoes create more sculpted legs than traditional walking shoes are not accurate.

The complaint, filed on Monday in the US District Court of Boston, is seeking class action status, and $5 million in damages.

The suit was filed by Bistra Pashamova of California, who claims that she and others like her have been harmed by New Balance. New Balance has promoted its toning shoes with claims that the shoes increase muscle activation by about 27 percent and increase calorie burn by as much as 10 percent with each step.

However, results from a study completed by the American Council on Exercise, released in the summer of 2010, showed that "toning shoes" do not live up to the claims made by several manufacturers. The report concluded there was “no statistically significant increases in either exercise response or muscle activation’’ as a result of wearing toning sneakers."

Additionally, reports of injuries have raised concerns that the shoes, which retail for about $100 a pair, could in fact do more harm than good.

Pashamova is also seeking to “halt the dissemination of this false and misleading advertising message, correct the false and misleading perception New Balance has created in the minds of consumers, and to obtain redress for those who have purchased any New Balance toning shoes.’’