New Balance defends toning shoes
A complaint has been filed against Boston footwear manufacturer New Balance in the US District Court in Boston, accusing the company of deceiving customers by claiming its toning shoes create more sculpted legs than traditional walking shoes.
The complaint is seeking damages in excess of $5 million on behalf of a California woman, Bistra Pashamova, and other consumers.
Kristen Sullivan, a New Balance spokesperson, said: “As the lawsuit has yet to be served, New Balance has not reviewed the claims and, therefore, cannot comment on its specifics. However, we stand firmly behind the quality and performance of our products, as we have for more than 100 years.’’
New Balance recently launched a multimillion-dollar campaign for toning shoes and is one of several major footwear companies facing legal action from consumers. The company has promoted its toning shoes with claims that they increase muscle activation by at least 27% and increase calorie burn by up to 10% with each step, using either a rounded or flexible spring sole.
A 2010 study by the non-profit American Council on Exercise stated that toning shoes failed to live up to claims made by several manufacturers. The report concluded there was “no statistically significant increases in either exercise response or muscle activation’’ as a result of wearing toning sneakers.
New Balance spokesperson Amy Dow defended the company’s shoes to Boston media in 2010. “Having tested our products with hundreds of consumers in the lab and field combined, we are confident that increased muscle activation occurs when wearing our toning footwear,’’ she said.
Reebok, which was also mentioned in the study and is the subject of similar legal actions involving its EasyTone shoes, said the complaint is unfounded.
“The company will vigorously defend both the product and technology,’’ Daniel Sarro, a Reebok spokesperson, said in a statement.
