Toning Footwear - the next great fad?

You may have noticed ads lately for toning footwear. For years companies such as MTB, Sketchers, New Balance, Champion, Avia, Reebok, and Dr. Scholl’s have been developing their unique versions. Originally targeted at major sporting goods stores there are a few specialty stores that are considering how to incorporate them into their merchandise. One thing that seems to be holding them back is that there is no compelling research that supports the theory that these shoes are more effective at weight loss and toning like they claim. Until this happens some of the smaller specialty stores may wait it out a bit longer before putting them on their shelves. It sounds like we will just have to wait and see if these shoes can go the distance.

Articles in the SIRC Collection about toning footwear include:

• Lefton, T. (2010). Toning craze helping shape up shoe market. Street & Smith's Sportsbusiness Journal, 13(10), 6.
• Ryan, Thomas J. (2010) All hands on deck. SGB. 43(4), 48-49.Ryan, T. (2010). Toning Footwear Trend or Fad?. SGB, 43(2), 12.

The toning phenomena continues…clothing that can make you fit?

Reebok has introduces an EasyTone clothing line that claims to help people get fit. The pants and shirt have strategically place rubber resistance bands to make the body work harder, toning elements. Will it last? Time will tell. The toning shoes that we’ve discussed before continue to be popular so this new installment may be around for a while. To check out the new line of clothing go to www.reebok.com .

Although there appears to be a lack of evidence that the toning products work. Consumer Reports project that it will become a $1.5 billion business by year end, increasing 500%.

How the toning clothing is marketed is up for debate. In North America they are used to tone your legs and butt whereas in Europe they are marketed as a health product. The positive reports of the toning products lean towards the health benefits of posture and core control not necessarily as a fitness product.

The toning clothing line has just been released so stay tuned for upcoming articles however in the meantime you can find articles such as these are currently available in the SIRC Colleciton:

• (2010). Toning Shoe Skeptics. Fitness Business Canada, 11(5), 12.
• Ryan, T. (2010). Toning Footwear Trend or Fad?. SGB, 43(2), 12.