Reebok to relaunch EasyTone trainers
US sports brand Reebok is to relaunch its EasyTone shoes, a few months after the firm agreed to pay $25 million in compensation to consumers after an investigation by the Federal Trade Commission (FTC) concluded that Reebok’s advertising of the products was “deceptive”.
In September 2011, Reebok chose to settle with the FTC “in order to avoid a protracted legal battle”. “Settling does not mean we agree with the FTC’s allegations; we do not,” Reebok stated. 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 gluteus maximus muscles more than regular shoes.
After the $25 million settlement was agreed, Reebok stated: “We fully stand behind our EasyTone technology, the first shoe in the toning category inspired by balance-ball training. We have received overwhelmingly enthusiastic feedback from thousands of EasyTone customers, and we remain committed to the continued development of our EasyTone line of products.”
Reebok president Uli Becker has now announced that the brand’s toning shoes will be relaunched. Mr Becker said on 20 December: “Toning was driven by the insight that women care about their looks, and that insight doesn’t change.”
He added that sales of toning sneakers have been strong overseas and that new product innovation, tighter distribution and a long-term plan would be key to re-establishing the footwear category in the US.
