Outdoor USA Magazine

The Federal Trade Commission has cracked down on Reebok's advertising related to their Easytone and Runtone shoes. Claims of a “better way to a better butt” in the advertising proved to be unsubstantiated and the company has agreed to refund consumers $25 million.

In a statement Reebook says they have received “overwhelmingly enthusiastic feedback” about the shoes but have chosen to settle to avoid a drawn-out legal battle. The pitch, which originally aired in 2009 on various forms of media, was pulled during the FTC investigation. These toning style shoes quickly became a trend in 2009 when Sketchers launched its Shape Ups, shortly thereafter Reebook and New Balance joined the toning shoe market. Reebok's ads claimed 28 percent more strength and tone in the buttocks muscles and 11 percent more in the hamstring and calf muscles.

The American Council on Exercise did an independent test and concluded there was no significant change compared to regular running shoes. Though testing and FTC settlements counter the claims of the toning shoe sector, toning shoes remain large with sales last year peaking at $1.1 billion. Sketchers has pushed down sales volume this year because of overproduction, but overall unit sales have fallen just seven percent.

The FTC, which voted unanimously in favor of the complaint is still finalizing plans about the allocation of refund money and will first determine how many customers desire a refund.