I picked this up from the Guardian this morning:
“Federal Trade Commission ruled that Reebok’s claim that its EasyTone or RunTone shoes could strengthen hamstrings, calves and buttocks “just by walking” was unsubstantiated.”
Ha ha. Too right as well. The ASA did the same thing in the UK a while back.
I shudder every time I see someone hand over money for ‘toning’ shoes.
The underlying message is that you can expect change in your body without actually making a change to your life (except buying our shoes – convenient). It is clearly all just marketing foo foo.
“there is no such thing as a no-work, no-sweat way to a fit, healthy body” http://www.guardian.co.uk/lifeandstyle/2011/sep/28/reebok-refunds-toning-shoes-watchdog