Shape-ups attributes confirmed, claims Skechers
California-based Skechers has said that an independent review board backed up the company’s claims about it Shape-ups footwear line. It says the board confirmed that its advertising claims were accurate, truthful and “prepared with a due sense of social responsibility to consumers and society”.
Skechers added that the US Patent and Trademark Office has issued the brand a utility patent on its Shape-ups midsole technology, the part of the shoe that it says is key to imparting its fitness benefits to users. These benefits are said to includ “muscle strengthening and toning, better posture, improved cardiovascular health, less stress on joints, and improved circulation”.
“We’re not the least bit surprised by these decisions, which we feel confirm what we have been saying all along: that the facts and science support Skechers’ claims and are largely responsible for the success of Shape-ups,” said Leonard Armato, president of the brand’s fitness division.
“In recent weeks, Shape-ups have been the subject of a scientifically worthless report claiming to be a 'study' and questioning our advertising claims for Shape-ups without providing any raw data,” he continued. “The report was also referenced in misleading and biased news coverage. These recent decisions go a long way toward answering the critics. While we are happy to address any complaints raised in the future, we will aggressively defend the integrity of this great product from baseless complaints and junk science attacks.”
