Crocs Move in on the Toning Shoe Market

It’s not difficult to find a pair of shoes that make toning claims, at any pricepoint. But the shoes tend to be on the bulky side, and more athletic or active looking such as sneakers or sandals ready to do some trekking. Crocs, the shoes with the identifiable clog-like look, just introduced a women’s fitness line called CrocsTone. Two styles include Skylar Flat ($49.99), which looks like a mule-style flat; and Skylar Clog ($59.99), which is based on the Crocs form of a clog with a heel strap. A third style, the Skylar Flip ($49.99) is more like a flip-flop. Continue reading Crocs Move in on the Toning Shoe Market

Showdown Over “Toning Products” Looming?

A war of words could be brewing over those so-called “toning” shoes reports MediaPost, which notes that Nike is firing back at rivals Reebok/Adidas (Adidas owns Reebok). Nike is running print ads (see below) for its own Trainer One women’s shoe, with the headline “The Ultimate Quick Fix is not a magical toning shoe,” and follows with the tag line: “This shoe works if you do.” In other words it goes back to the old Nike slogan of “Just do it.” So is that the end of the “toning” craze? Not likely. Continue reading Showdown Over “Toning Products” Looming?

Debate Rages on “Toning Shoes”

One of the latest rages this year has been the so-called “toning” shoes, such as those from Masai Barefoot Technology (MBT), Skechers Shape-Ups and Reebook Easy Tones – but now the American Council on Exercise (ACE), the largest non-profit fitness certification, education and training organization in the world has given those shoes a thumbs down. This week ACE released the findings of an independent research study, which suggests that there is no evidence that the shoes help wearers exercise more intensely or burn more calories.

The study, which is reportedly one of the first from an independent organization further enlisted a team of researchers from the Exercise and Health Programs at the University of Wisconsin, La Crosse.

“Toning shoes appear to promise a quick-and-easy fitness solution, which we realize people are always looking for,” says ACE’s Chief Science Officer Cedric X. Bryant, Ph.D.  “Unfortunately, these shoes do not deliver the fitness or muscle toning benefits they claim.  Our findings demonstrate that toning shoes are not the magic solution consumers were hoping they would be, and simply do not offer any benefits that people cannot reap through walking, running or exercising in traditional athletic shoes.”

However, Katherine Hobson, who contributes to the Health Blog for The Wall Street Journal offered a bit of commentary on this release:

“It should be noted that ACE is a nonprofit that certifies a lot of fitness pros who would be out of a job if we could all get fit without working out. ACE says it commissioned the study but that it was independently designed and conducted.”

Skechers also disagrees and has posted a website that includes results from four clinical case studies. In other words, the debate will rage on.

American Council on Exercise (ACE) Research Study Finds Toning Shoes Fail to Deliver on Fitness Claims  Via PR Newswire

Wall Street Journal: American Council on Exercise: Study Finds Toning Shoes Don’t Work

Skechers: Shape Ups Clinical Case Study