Buttock-toning for pleasure and profit

The Federal Trade Commission said yesterday that Reebok, a unit of the German group Adidas, agreed to pay US$25 million (NZ$32.2m) in customer refunds to purchasers of its EasyTone walking shoes and RunTone running shoes.

The funds will be made available for consumer refunds either directly from the FTC or through a court-approved class action lawsuit.

Reebok falsely claimed that walking in EasyTone footwear had been proven to lead to 28 per cent more strength and tone in the buttock muscles, and 11 per cent more strength and tone in the hamstring muscles and calf muscles than regular walking shoes, the FTC's complaint says.

Gosh. They lied. How good of the NZ Herald to tell us so. But then, right next to this story is a link to this one from June last year:

They may look like a throwback from the 80s, but new toning sneakers can do much more than put the spring back into your step.

Two versions of the specially designed shoes have just gone on sale in New Zealand, with the makers promising they will improve muscle tone in the thighs, calves and buttocks.

Reebok's EasyTone and Shape-ups by Skechers, can also straighten posture, and help weight-loss.

Well, no. What happened was this: the Herald received some PR flannel from the usual sources and printed it, complete with minor-celebrity endorsement:

Gillespie, a breakfast DJ for ZM, said she noticed the difference as soon as she first started walking in EasyTones.

She said: "It would be like you've been to the gym and had a hammering on your hammies and glutes.

"The next day I felt like I had a huge long workout."

With the release of the FTC's findings, purchasers of these shoes might feel like they have had something huge and long. Herald correspondent Anna Rushworth - "I felt good bouncing along Queen St after work in my bright, white Reebok EasyTones" - might be wishing she had spent more time talking to Bruce Baxter, president of Podiatry New Zealand. The Herald might be wishing it sent its journalists out to do real stories, in sensible shoes; but then, probably not.

With thanks to André for noticing the contradiction.

Painting by Paul Paede.

Meanwhile, Richard Ashcroft feels really crepe barging along a street: