Reebok’s the Butt of US Buyers’ Ire

Shoemaker to refund US buyers of EasyTone shoes; no relief for Indian customers

PRAMUGDHA MAMGAIN & NEHA DEWAN
NEW DELHI

Almost eighty women walked into Reebok’s Connaught Place store in New Delhi in the past 40 days, dreaming about firmer butts. Each paid well over . 5,000 and walked out with a pair of EasyTone shoes, sold on the promise that wearing them can sculpt better behinds. Today, these women learnt that the shoes won’t make their butts any better.
Reebok International has agreed to a $25-million settlement, to be paid out in the form of refunds to customers who had bought Easy-Tone shoes, in response to a complaint by the US government’s Federal Trade Commission (FTC). The US consumer protection watchdog alleged that Reebok falsely claimed that walking in EasyTone footwear had been proven to lead to 28% more strength and tone in the buttock muscles, 11% more strength and tone in the hamstring muscles.
Reebok disputed the allegation, but agreed to settle for business reasons. Reebok has also agreed to withdraw all advertising making such claims. Customers of Reebok India, an Adidas group company, won’t get any refunds. “FTC’s claim is not regarding India and our current campaign is not affected. FTC claim is regarding an old campaign,” Subhinder Singh Prem, MD, Adidas-Group India said. Any decision on withdrawing the EasyTone advertising carrying such claims will be taken only after receiving specific instructions from US headquarters. “We stand by our core product and consumers. It will be business as usual in India unless new directions are issued from our global headquarters,” Prem said. He added that EasyTone was one of its ‘hero products’ and has been giving the company repeat client purchases. The shoe retails at . 5,599-8,999. “If it has been found to be a false claim, Reebok better remove the campaigns here as well,” ad guru Prahlad Kakkar said. EasyTone’s outdoor campaign – ‘30 day satisfaction challenge’ – launched in 2009 by advertising agency Mudra Max assured the wearer improved muscle tone. McCann Erickson is Reebok India’s advertising agency now.
Bollywood actor Shazahn Padamsee, who acted in the movie Dil to Baccha Hai Ji, has been promoting Reebok’s product EasyTone through photo stills since June this year in the country. The product, popular as a walking shoe, has received a good response. Most buyers fall in the 25-35 age group.
Nidhi Sharma, a homemaker, who has been using EasyTone for the last year and a half is happy with the product. “I use it daily for my morning walk. I don't have much idea as to whether it has led to toning or not but it is very comfortable to wear.” The company has not been airing TV commercials around EasyTone for more than a year now and has been focusing on other media.