Reebok To Pay $25 Million To Settle Deceptive Ad Charges

The ads for Reebok EasyTone and RunTone shoes made it sound like toning your body is as easy as lacing up a pair of sneakers. The Federal Trade Commission (FTC) says it isn't, and has brought deceptive advertising charges against the apparel maker.

As a result, the FTC says Reebok has dropped the claims and has agreed to a $25 million settlement with the agency.

“This settlement is a big benefit for consumers who bought shoes based on claims that they would result in a stronger body,” said David Vladeck, director of the FTC's Bureau of Consumer Protection.

Vladeck said much of the $25 million will go to a fund to offer refunds to consumers who bought EasyTone and RunTone shoes. If you think you might be eligible for a refund, the FTC has set up a website to explain the refund process. 

A consumer's experience

Tonia, of Berkley Heights, N.J. May be one of those seeking a refund. She complained about Reebok EasyTone last year, saying they weren't very good shoes.

“I paid $100 for a pair of sneakers in which the pod literally deflated after two months of wearing approximately an hour a day,” Tonia told ConsumerAffairs.com “I emailed Reebok directly and got a the run around from various people in their customer service department.”

Reebok’s EasyTone walking shoes and RunTone running shoes have retailed for $80 to $100 a pair, while EasyTone flip flops have retailed for about $60. Ads for the shoes claimed that sole technology featuring pockets of moving air creates “micro instability” that tones and strengthens muscles as you walk or run.

Unsupported claims

According to the FTC complaint, Reebok made unsupported claims in advertisements that walking in its EasyTone shoes and running in its RunTone running shoes strengthen and tone key leg and buttock muscles more than regular shoes.

The FTC’s complaint also alleges that Reebok falsely claimed that walking in EasyTone footwear had been proven to lead to 28 percent more strength and tone in the buttock muscles, 11 percent more strength and tone in the hamstring muscles, and 11 percent more strength and tone in the calf muscles than regular walking shoes.

Beginning in early 2009, Reebok made its claims through print, television, and Internet advertisements. The FTC says the claims also appeared on shoe boxes and displays in retail stores. One television ad featured a very fit woman explaining to an audience the benefits of Reebok EasyTone toning shoes. She picks up a shoe from a display and points to a chart showing the muscles that benefit from use of the shoes, while a video camera continues to focus on her buttocks. She says the shoes are proven to strengthen hamstrings and calves by up to 11 percent, and that they tone the buttocks “up to 28 percent more than regular sneakers, just by walking.”

“The lesson for advertisers is don't make claims that can't be substantiated,” Vladeck said.