Douchebag Decree: Reebok EasyTone's Butt Claims Are Full of Shit

"ye olde douchebag decree" in blue letters with a light blue hand-drawn douchebag in the background, and "BITCH HEREBY DECLARES THE FOLLOWING PERSON A TOTAL DOUCHEBAG" in small letters in red underneath.

Remember Reebok's line of EasyTone shoes? The ones with the dry-heave-inducing commercials that claim to "make your boobs jealous" by toning your butt? Yeah, turns out that wasn't just a sexist ad campaign, it was also a lie.

black and white photo of a woman's legs and butt. She's wearing EasyTones
INCREASES MUSCLE ACTIVATION BY UP TO... 0%

Yesterday, the Federal Trade Commission released a statement saying that Reebok will pay customers $25 million in refunds due to false claims that their EasyTone and RunTone shoes "provide extra tone and strength to leg and buttock muscles." The FTC report goes on to provide detail on the false booty promises, and due to the nature of the settlement, gets a little creepy. An excerpt:

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."

Reebok is now banned from making claims about strengthening or toning benefits of its products without backing them up with scientific evidence, and they're also barred from "misrepresenting any tests, studies, or research results regarding toning shoes and other toning apparel." No word yet as to whether they'll be stopped from producing pain-in-the-ass ad campaigns and products in the future, but here's hoping.

Comments

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I was never a believer, but

I was never a believer, but Reebok is definitely not alone in their misrepresentation of science (science, look we have science things!). I don't know. I just cant get that much more worked up about this one than all the others.

Exactly how is this sexist? A

Exactly how is this sexist? A lot of women want to tone their butt, why stop them from doing what they want?

Thank u for this Bitch. These

Thank u for this Bitch. These ads made me feel really pressured and insecure. I am only 16 and since my interest in feminism I feel much better about myself. :-) it has made such a positive difference in my life. Thank you for your much need critical analysis of pop culture.