In a world and society that firmly believes we can buy our way to slimmer results. Forget the conventional methods to trimming down, you know exercising and cutting back on unhealthy foods. Nope, In America we are addicted to instant results and are irritated when we have to wait for what we want in the present. It should come as no surprise that when Reebok announced it's "easy tone" series, a collection of footwear designed to tone and sculpt the hips, waist and buttock that Americans went into a state of frenzy. This was their answer to all those late night ice cream binges, cookie dough munchies, and pattern of choosing the elevator over the stairs. This product not only feeds into the obsession of losing weight quickly and pain free, it also taps into the psyche of the consumer mind. How we as individuals are willing to shell out money on one item in the hopes that is the answer to all our weight battle issues. There is no logic to it, only greed and desire to get the results we want and not have to put too much effort into it. After all, weight loss is suppose to be a clear cut answer, correct?? How simple of an idea. There's no wonder why this product was so widely accepted, any excuse to still "feel in shape" that keeps consumers out of the gym and still eating their favorite snacks is sure to be a bonafide hit. And yet, like all great ideas and inventions comes the inevitable realities of the matter and the truth that lies behind them. (Oh, puns).
This past week Reebok announced their pay of $25 million for a settlement filed by the Federal Trade Commission that claimed Reebok's shape ups did not in fact tone and sculpt the human body as they claimed in their initial release.
It's the latest controversy surrounding so-called toning shoes, which are designed with a rounded or otherwise unstable sole. Shoemakers say the shoes force wearers to use more muscle to maintain balance and consumers clamored for them, turning toning shoes into a $1.1 billion market in just a few years. Companies such as Reebok, New Balance and Skechers have faced lawsuits over their advertising claims. But the FTC settlement, announced Wednesday, is the first time the government has stepped in."
(The Global Post)
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