In: Nike

November 5, 2010

I’m sure you’ve seen them on the market and in stores… ‘toning shoes’ – those bizarrely shaped sneakers that promise to help tone your leg muscles, improve circulation and posture, burn extra calories, and who knows what else!

Sketchers, Reebok and New Balance all have their own versions of the shoe and sales have skyrocketed over the past year, forecast to hit 1.5 billion this year – a 400% increase on 2009 sales. But now the tide appears to be turning.

Recently Eric Spunk, Nike’s Vice President of Global Marketing finished up a speech to investors by poking fun at the $250 million ‘shape shoe’ (Nike doesn’t make such shoes) and the outlandish claims put forward for the footwear. And now a recent study has reached a similar conclusion – basically reporting that ‘toning shoes’ don’t work.

Read More