SPECIAL FOCUS: FTC and Reebok Enter Into $25 Million Stipulated Order Over Toning Shoes

On September 28, 2011, the Federal Trade Commission’s Bureau of Consumer Protection announced that Reebok International Ltd., the manufacturer of athletic footwear and apparel, entered into a $25 million stipulated judgment and Order regarding allegations that it violated the FTC Act by making false and unsubstantiated claims for its fitness toning athletic shoes. According to the FTC’s Complaint in the case, Reebok had made unsupported advertising claims that its toning shoes would provide extra toning and strength to leg and buttock muscles by increasing the effect of a regular exercise routine. The Complaint further alleges that the advertising made quantified claims of health benefits, such as that the shoes had been proven through research to lead to a 28% better workout for the buttocks, and 11% better workout for calves compared to regular walking shoes.