Fitness Claim Validator
Enter a fitness claim about shoes to see if it meets FTC standards. Based on the Skechers controversy where false claims led to a $40M settlement.
What the FTC Requires
Valid claims must be backed by peer-reviewed scientific evidence and independent testing. Claims like "burns calories" or "toning muscles" without proof are illegal.
Back in 2012, Skechers became one of the most talked-about shoe brands-not because of comfort or style, but because of a massive scandal that still echoes today. The controversy? The company claimed its Shape-Ups and Tone-Ups shoes could help users lose weight, tone muscles, and burn more calories just by walking. Millions of people bought them. Then came the lawsuits. And the truth? It was all built on lies.
How Skechers sold a fantasy
Skechers didn’t just make shoes. They sold results. Their ads showed women in workout gear, smiling as they strolled through parks, with voiceovers promising ‘toned legs’ and ‘slimmer thighs’-all from wearing their shoes. The marketing was everywhere: TV commercials, billboards, celebrity endorsements. Even Oprah mentioned them. The shoes had a wobbly, curved sole that looked like it could ‘activate’ muscles. It felt scientific. It looked convincing.
But here’s what Skechers never told you: no independent study ever proved those claims. Not one. The company cited internal tests with tiny sample sizes and no control groups. They didn’t even test the shoes against regular sneakers. When researchers at the University of Wisconsin and the American Council on Exercise ran real tests, they found zero difference in muscle activation or calorie burn compared to normal walking shoes. The results? Statistically meaningless.
The FTC steps in
In 2012, the U.S. Federal Trade Commission (FTC) filed a complaint against Skechers. They accused the company of making false and unsubstantiated claims. The FTC didn’t just ask for a retraction-they demanded a $40 million refund to customers. That’s not a fine. That’s cash returned directly to people who bought the shoes based on lies.
Skechers didn’t fight it. They settled. In 2017, they agreed to pay $40 million in consumer refunds and were banned from making any claims about weight loss, muscle toning, or calorie burning unless they had solid, scientific proof. That’s the standard for any health-related product. Skechers had none.
The refund program was messy. People had to submit receipts, proof of purchase, and wait months. Some never got anything. Others got a check for $25 or $50-far less than what they paid. But the message was clear: if you’re selling a product with health claims, you better have the science to back it up.
Why people believed it
It wasn’t just slick ads. It was timing. In 2010, the fitness industry was obsessed with ‘passive’ solutions. You didn’t have to sweat. You didn’t have to change your routine. Just wear the right shoes. The market was flooded with ‘magic’ products: vibrating belts, slimming socks, posture-correcting insoles. Skechers tapped into a deep cultural desire: get fit without effort.
And the shoes looked different. The rocker sole design was new. It felt unstable. People assumed that meant it was working harder. But instability doesn’t equal effectiveness. In fact, unstable shoes can increase injury risk. A 2011 study in the Journal of Strength and Conditioning Research found that people wearing toning shoes had a higher chance of ankle sprains and balance issues.
For many, especially older adults or those with joint pain, these shoes felt like a gift. They were marketed as ‘gentle’ fitness tools. But the truth? They offered no real benefit-and possibly real harm.
The long-term damage
Skechers didn’t just lose money. They lost trust. Even today, if you search for Skechers on Reddit or consumer forums, you’ll find people still angry about the toning shoe scandal. One woman wrote: ‘I bought three pairs. I walked every day. My legs didn’t change. I felt foolish.’
Other brands followed Skechers’ lead. Reebok, New Balance, and others launched similar ‘toning’ shoes. All of them faced FTC scrutiny. Reebok paid $25 million in 2011. New Balance settled for $2.3 million. But Skechers was the biggest. Their campaign was the most aggressive. Their claims were the most outrageous.
And now? Skechers still sells shoes. Lots of them. Casual sneakers, work boots, kids’ shoes. They’ve moved on. But they never apologized. They never told customers: ‘We misled you.’ They just stopped making the toning shoes and quietly shifted focus.
What’s the lesson here?
If a shoe promises you results without effort, it’s probably lying. There’s no magic sole. No special curve. No hidden technology that turns walking into a full-body workout. Real fitness requires movement, consistency, and sometimes sweat. No shoe changes that.
That’s not just true for Skechers. It’s true for every brand that tries to sell fitness through footwear. The FTC has been clear: if you say it burns calories, you need peer-reviewed studies. If you say it tones muscles, you need clinical data. Otherwise, you’re not selling shoes. You’re selling fantasy.
Today, Skechers makes good, affordable shoes. But the toning shoe scandal is still part of their history. And if you’re thinking about buying a pair that promises to reshape your body? Walk away. You don’t need magic shoes. You just need to walk.
Did Skechers go out of business because of the controversy?
No. Skechers stayed in business and even grew after the scandal. They shifted focus to casual, athletic, and kids’ footwear, which are now their biggest sellers. The toning shoe line was discontinued, but the company’s overall revenue kept rising. They didn’t need the controversy to survive-they just needed to stop lying.
Can I still buy Skechers toning shoes today?
No. Skechers stopped making Shape-Ups and Tone-Ups after the 2012 FTC settlement. You might find them on secondhand sites like eBay or Poshmark, but they’re no longer sold new. And even if you find them, the FTC ban still applies: any seller claiming they tone muscles or burn calories is violating federal law.
Were any individuals punished in the Skechers case?
No. The penalties were paid by the company, not by executives. No one went to jail. No top managers were fined personally. The FTC focused on corporate accountability, not individual blame. That’s common in these kinds of cases-unless fraud can be proven beyond reasonable doubt, individuals rarely face criminal charges.
Are there any other shoe brands that made similar claims?
Yes. Reebok paid $25 million in 2011 for claiming their EasyTone shoes toned glutes and hamstrings. New Balance paid $2.3 million in 2012 for similar claims about their ‘toning’ line. Even Adidas briefly sold shoes with ‘toning’ claims before pulling them. All of these brands were hit with FTC action. Skechers was just the largest and most visible.
What should I look for when buying shoes if I want real benefits?
Forget claims about toning or calorie burning. Instead, focus on fit, support, and purpose. If you walk a lot, look for cushioning and arch support. If you’re on your feet all day, prioritize shock absorption. Check reviews from real users, not ads. And if a shoe promises to change your body shape? That’s a red flag. Real results come from movement-not magic soles.