Remember when sneakers were marketed towards jocks? Air Jordan’s were a must have for aspiring basketball players yearning to emulate Michael Jordan’s famous dunk in 1988. Kick it like Beckham but only if you’re wearing Adidas. While endorsements from big name athletes still bring in millions for athletic shoes, the industry seems to have focused their attention on another set of consumers: body conscious women.

Women make up the majority of dollars spent each year on cosmetic surgery and beauty enhancement products. Shoe companies took note and decided to infiltrate the footwear scene with shoes promising not only to be fashionable but also to make the body look better.

Over the past few years we’ve seen the introduction of Reebok’s EasyTone, LA Gear Walk N Tone, FitFlops, and Skechers Shape Ups. All promise some benefits equivalent of going to the gym and hitting the treadmill.

Skechers Shape Ups offers possibly the longest list of supposed benefits including:Strengthens the back

Firms buttocks muscles

Tones and firms thigh muscles

Firms calf muscles

Reduces knee joint stress

Helps you lose weight

That’s a lot to deliver. The sad truth is that while these pricey shoes do provide the comfort and support recommended for walking, they’re not delivering on the main reason women are flocking to buy the shoes.

Take a glance at Reebok’s commercial for their EasyTone shoes and you’ll find firm butted women vacuuming floors, dancing around the office and gardening. A person could almost be fooled into thinking that you can go about your normal routine in life and these shoes will eliminate cellulite and produce sculpted calves and buns. Reality is the fit and trim model in the commercial probably has good eating habits and works outa lot.

If you’re not gullible and can see the product for what it is which is a shoe designed to boost your workout or put a little extra pep in your step during your day then go for it. But as long.

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