War over the Rocker Bottom Shoes: Rock it or Stone it?

Two civil class action lawsuits have been filed against, Skechers, claiming the shoe company's advertising violates California law. Skechers is calling the suits 'completely baseless' and even 'a frivolous and a thinly veiled attempt to extort money' and is ready to fight the allegations, according to a press release issued yesterday. They must've forgotten to mention protecting their profits as well..

As an FYI, according to advfn.com, Skechers announced record earnings for this year's second quarter, ending June 30.

Second quarter 2010 net sales increased 68.9 percent to $504.9 million compared to $299.0 million in the second quarter of 2009. Earnings from operations for the second quarter of 2010 were $58.8 million compared to a loss from operations of $7.7 million in the second quarter of 2009. Net earnings for the second quarter of 2010 were $40.2 million versus a net loss of $5.9 million in the second quarter of 2009

So anyway, what's all the hubbub? Basically, two individuals are suing Skechers for false advertising on their Shape Ups shoeline. You know, those funny looking [oops] shoes with thick, curved soles?

Advertisements include..






As you can see, their ads claim a gamut of wonders, including..

Promotes weight loss!

Improves blood circulation!

Tightens abdominal muscles!

Improves posture!

Strengthens the back!

Firms buttocks muscles!

Reduces cellulite and tones thighs!

Firms calf muscles!

Heck, if you're the type that thinks you need to join a gym to be fit, have no fear.. with these babies, you can 'Get in shape without setting foot in a gym!'

Say wha? Gym? Did they just say gym??

O, no the di-'nt!..

In essence, that's pretty much the response of the American Council on Exercise [ACE}, who is amongst those opposed to the claims made by Skechers' Shape Ups [and other makers of the like]. ACE is a non-profit— with a '.org' website and all— that certifies fitness professionals, like trainers who work in gyms [oops], and sells fitness stuff. They recently released a study of their own [aka. self-funded], basically disproving the validity of the shoes' superpower abilities [oops] and blatantly advising consumers: 'Don’t buy these shoes because of the claims that you’re going to tone your butt more or burn more calories. That’s absolutely wrong,'

An entertaining tidbit from the report is advice given by ACE’s Chief Science Officer, Cedric Bryant Ph.D, urging 'consumers to beware of studies sponsored by manufacturers. “Depending on how they conduct the study, they can prove anything they want to prove.” ' ..People in glass houses..

So now what? Who should we believe? And, should we invest in these [pricey] shoes or not?

As an educated consumer, these are questions you have to decide for yourself.

Nonetheless, some concluding food for thought:

Read the studies: If someone is trying to convince you of something and say they have proof, then examine the proof. In this case, full reports are accessible: for and against

Note: The full, pro-Shape Up studies weren't actually posted on the Skechers.com site. It's retail, perhaps that would be TMI.

Note: 'Significant' in scientific research terms doesn't mean 'a lot', ie.' significant weight loss' does NOT mean 'lost a lot weight'. 'Significant' is just referring to the quality of the data, ie. 'significant weight loss' means 'yeah, we're pretty sure participants of the study lost weight' but that weight loss could be 0.1lb. for all you know.

Ask questions:

Who was studied? A particular age group? race? culture? location? Are they representative of you?

How many? The more study participants, the better.

How long?

What was measured?

Who published?

What are other possible explanations? ie. Did Shape Up wearers just exercise more? Was it the technology of the shoe or perhaps the incentive/motivation it gave to the wearer? Did you know Shape Ups weigh about 3lbs? whereas average running shoes weigh half that?

Who funded? What are the conflicts of interest? ..typically they are the same..

Testimonials: are garbage. Don't buy [into] them.

Celebrity endorsements: The rich are getting paid to get richer.. with your money. jsyk..

Resist persuasion: Sales people&sites are scary. On the Shape Ups info page there is a tab dedicated to '3 reasons why you need Shape Ups'— don't click it. You need food to sustain, air to breath, shelter for warmth, love for.. But need bouncy shoes? Need??

Remember: If it's too good to be true.. it [probably] is.



So, now it's up to you to decide. Do you want to spend about $100 or more and rock the Frankenstein look? Or, can you perhaps find another means to work your body?


Happy Healthy Juicy, Educated Consumer!