Last week, I read a post on Fit Chick in the City about Skechers Shape-ups for Girls. Not girls as in females, but girls as in little girls.
Jess asked the question, “Is this commercial sending the wrong message to girls about body image or is it just encouraging a new generation that being active is important?“
Without even watching the video, I responded with my outrage:
Horrible idea. Not just because the shoes themselves are dangerous (they gave my mom a stress fracture in her foot) but more importantly because they send the idea that being fit and toned is what is important — not the actual EXERCISE which encompasses so much more than just looks. Terrible for body image, terrible for message. Children do not need an “easy way out†of exercising. They need to learn to love being active.
And then I watched it.
Uhh . . . this commercial says absolutely nothing about the fact that these are not regular sneakers. I would assume that by now most people — most parents — are familiar with Shape-ups, but what about those that might not be? Those parents will have no clue, based on this commercial, that these shoes claim to: “burn more calories, tone muscles, improve posture, reduce stress on back and legs.” And this is how they claim to do so:
“Designed to improve your life by changing the way you walk, Skechers Shape-ups feature a unique soft kinetic wedge insert and dynamic rolling bottom to stimulate walking barefoot on a yielding surface such as sand.”
To explain, this creates an unevenness and a need to use your muscles to balance, which is where the “toning” work comes in.
[Source]
It is one thing for an adult to make the decision to try these balancing shoes out (although I have strong opinions about this as well, and they aren’t pretty), but a child? That commercial makes these shoes seem fun and cute. Never mind the fact that there is a warning that come with the shoes explicitly stating NOT to run in them. What young girl in the playground with her friends will know that‽ That’s actually how my mom got her stress fracture with these shoes — she ran for less than 30 seconds in an urgent situation. That is all it took. Less than 30 seconds. Do you really think a kid in recess is going to say, “Sorry guys — can’t play. My shoes are for toning, not running around.” And that is assuming the girl even knows that her shoes are for toning (REALLY?! TONING a child’s legs?!”) and is aware that she should not run in them.
Especially when “Heidi’s got new Shape-ups, got everything a girl wants. She’s got the height, got the bounce. She’s lookin’ good and havin’ fun ‘cuz Heidi’s got new Shape-ups.”
These commercials are being aired on the Cartoon Network and Nickelodeon, targeted to children as young as PRE-SCHOOL age.
Disgusting.
So let’s ignore the fact that the commercial is totally misleading. Let’s assume that everyone knows what these shoes are for.
For their intended purpose, Sketcher’s Shape-ups for Girls are horrifying on two levels:
1. Body-image
I often feel sad that there is so much pressure to be thin and wonder how things got to be this way. There are so many more important things to think and worry about, and THIS is where we spend our money, our time, our energy? I love working out and I do it for many reasons — being “skinny” at the very bottom of my list, I can’t deny that it is there — and I wish more women would focus on being strong and healthy.
I constantly think about how when I have children, I am never going to say a single word about my body in front of them — unless it is to say how strong I am, or how I am happy with the way I look and feel. They are never going to hear a single negative thought. They are never going to hear that I wish my side-stomach area was smaller. I’ll always think it, but they will never know this. I don’t want them to have a single negative reference when it comes to judging their own bodies — at least none that come from me.
And here we have a commercial targeting babies — BABIES! — for shoes that indirectly tell them they need to tone their legs and their butts. Four-year-olds. Toning their tushies.
Kids should learn from an early age to love exercising. Â Love it because it is fun, because it is healthy. Go to summer camp and be active. Join sports teams. Take dance, like I did my entire life — even though I sucked. The benefits to exercise are infinite.
It is one thing for adults to choose to buy these possibly dangerous shoes and try to find a quick fix, an “easy” way to tone up. Kids do not need to be toned. They do not need an easy way out of exercise. They do not need to be sent a message (even though the commercial isn’t clear, it does come down to this) that they need to tone up their legs and butts.
Things are so f*cked up as it is when it comes to body image these days. We should be promoting healthy body image. As Jezebel perfectly says, “Little girls should not worry about toning their thighs and butts.”
2. Safety
People see Skecher’s Shape-ups (and other similar shoes from different brands) as a way OUT of exercising. A shortcut. But there are no shortcuts! You want to feel magnificent and look great? Exercise! That is how I do it. That is how most of us who are healthy and in great shape do it.
There are many claims and at least one lawsuit that these shoes are dangerous and can cause injuries. Â My own mom got a stress fracture wearing them! The woman with the lawsuit has stress fractures in both her hips. Maybe it is a fluke and the shoes are not responsible, but we don’t know for sure. Shoes like these have not been out for very long, and we do not know the long-term effects. Is that really something we want to experiment with on children?
Kids do not have the judgement to make that decision.
Thoughts?
30 comments on Skechers Shape-ups for Girls: Body Image, Safety & Misleading Marketing
1Pingbacks & Trackbacks on Skechers Shape-ups for Girls: Body Image, Safety & Misleading Marketing
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[…] Skechers Shape-ups for Girls: Body Image, Safety & Misleading … But maybe today's girls will grow up confident… still, what about their safety and skeletal-muscular health? Girls' bodies are still growing! There is a reason we don't have children in the gym and its more than just safety–children […]
Lindsay
May 17, 2011 at 8:12 am (13 years ago)From the minute these shoes and the companion flipflops came out I was suspicious of their safety. One of the first things I learned studying to be a personal trainer is that nothing beats flat or bare feet. Pro body builders train in Chucks or bare feet–not cushy running shoes because it causes imbalance and other problems. If a little patting is bad, whats all that added sole doing?
The idea of walking around in unlevel shoes just screamed bad idea to me –and I’m so sorry your mom ended up with a stress facture!
That vent over, I think its ATROCIOUS that they have these for children. Not only is it sending a terrible message (hey little girls! you need to worry about how you look as soon as you’re old enough to walk! body image is EVERYTHING!!) This is the last thing our girls need in a society that doesn’t need any help with making girls hate their body consciously or subconsciously (for example, I don’t read most womens magazines because they make me feel like i’m supposed to be on a diet by their tone)
But maybe today’s girls will grow up confident… still, what about their safety and skeletal-muscular health? Girls’ bodies are still growing! There is a reason we don’t have children in the gym and its more than just safety–children need exercise, yes, but in the form of play where their bodies are naturally moving as they are intended. If you don’t think your little girl should be doing squats, she shouldn’t be wearing these shoes.
I’m disturbed and outraged.
marie
May 17, 2011 at 8:27 am (13 years ago)I guess we shouldn’t be surprised, considering they’ve already come out with push-up bras and thongs for toddlers. What’s next, sex toys??
Cameo
May 17, 2011 at 8:29 am (13 years ago)Priceless quote “Sorry guys — can’t play. My shoes are for toning, not running around.â€
I also hate the lyrics, â€Heidi’s got new Shape-ups, got everything a girl wants. She’s got the height, got the bounce. She’s lookin’ good and havin’ fun ‘cuz Heidi’s got new Shape-ups.†I am a short girl and “she’s got the height” makes it sound like being short is a bad thing. It also makes kids think they NEED something to make them fit in, that just being themselves in regular shoes is not good enough… I am far too overworked and hungover this morning to form deep thoughts, but I just wanted to comment that I agree with you!
On a side note, my mom donned me a pair of MBT’s (the original “shape-ups” but more serious looking and spendier) and I hated them on sight – franken-feet! – but I do occasionally wear them and like the way they feel…so if you see me in them, don’t hate!
Dori
May 17, 2011 at 10:44 am (13 years ago)You are the last person in the world who would ever look for an easy way out of exercise. No one works harder than you. No hating here!
DD
May 17, 2011 at 8:58 am (13 years ago)I couldn’t agree more. What a terrible message to send to young girls. And the warnings not to run in them. Sure, that’s going to be REAL effective. Unfortunately, there are probably some mothers that think this is a good idea to help little Katy trim those chubby thighs. Disgusting!
Kevin C
May 17, 2011 at 9:29 am (13 years ago)As always, you are right on point Dori. My mom ALSO got a stress fracture from these shoes. She got them as a gag gift over the holidays and all of a sudden…broken foot. As for the other point, I am not a girl so may not have much credibility here buuuut I think at some point we need to stop pushing females towards being so self-conscious about their looks. Should we have males lifting weights and gelling their hair like those idiots in the Axe commercials straight out of the crib? No way. As a guy, I never experienced pressure like females do in this regard. It’s out of control. And it’s getting worse…it seems like the age where girls start feeling this social pressure gets younger and younger. Like you said, this is targeting babies!
My bro and his wife just had a baby girl…the first girl born in our family since the 50’s. How to deal with girls growing up is a mystery to my family. It’s really exciting, but this disturbing trend makes it a little scary too. I feel for all of you gals who have to put up with this craziness. I really wish we could do something to change this mentality.
Great post, Dori.
Eliz@The Sweet Life
May 17, 2011 at 9:36 am (13 years ago)Totally agree–your goal for your own kids is a great one!
Kristy
May 17, 2011 at 10:53 am (13 years ago)GREAT POST! At least I know that someone will be doing something right when they have kids! Thank you!!! This is just DISGUSTING and FOUL that these are produced and what’s worse, that they will be purchased both by the unsuspecting AND by parents that know and think it is a great idea! I reference the “mom” in California that was shooting her 8 YEAR OLD UP WITH BOTOX TO GET RID OF HER WRINKLES. It just makes me so sad to think how we are sexualizing girls younger and younger. Not only do I think it is horrible for their body image, but WHY would a 5 year old need a ‘toned’ rear? I guess to get the attention of the opposite sex…as a 5 year old!!?? horrifying is exactly the word. Again, great post.
Jolene
May 17, 2011 at 11:27 am (13 years ago)a-freakin-men. I saw this on the Today Show yesterday and was appalled. Atrocious.
Jess @ Fit Chick in the City
May 17, 2011 at 1:21 pm (13 years ago)Agreed! Thanks for elaborating on this subject. There are so many issues here. I think I may be most angry that females are the subject and they basically are saying everything is great if you look good. Seriously???? It is 2011 and I thought times had changed.
Grace @ Balancing Me
May 17, 2011 at 2:20 pm (13 years ago)I could not agree more. My mother was thinking about getting Shape-Ups and I annihilated the idea for many of the reasons above. It’s frightening how many shortcuts mass media marketing encourage the general public to take.
Thanks for writing this post! In the NYTimes, there is a “City Room: Complaint Box” column and I had the brief thought that this post should be contributed there, ha!
Gavi @ Gavi Gets Going!
May 17, 2011 at 3:47 pm (13 years ago)Thanks so much for bringing this up and sharing your thoughts about this issue. I didn’t realize just how much much influence the media have on young girls until I heard two of my kindergarten students talking to each other last year. They had their shirts up above their stomachs and one was saying to the other, “you look skinnier when you suck your stomach in.” Shape-ups for Girls perpetuate the idea that thin is beautiful, and commercials like this make it so much harder for teachers, parents, relatives, and friends of young girls to teach a different way of thinking. Thanks again for writing about this.
Amber
May 17, 2011 at 7:39 pm (13 years ago)I must live in a bubble. This is the first I’ve heard/seen of this (I somehow managed to miss Fit Chick’s post on this as well!) and it makes me want to cry. This, and the article I saw today about the mom who gave her little girl Botox. Tragic.
Sam
May 18, 2011 at 12:29 am (13 years ago)Thankfully that mom is losing custody of her daughter.
This ‘Shape-ups for girls’ idea is so irresponsible. The negative body image is a given, but I am more concerned about the chance of injury. A company as large as Skechers should know better.
Karin
May 17, 2011 at 11:13 pm (13 years ago)Not to mention, so Fu#%^ing ugly!!
Chase
May 18, 2011 at 8:07 pm (13 years ago)Wow, I haven’t heard about these before but I totally agree with you, Dori. I see people in my step classes at the gym who wear shape-ups (or similar shoes) and they struggle so hard to keep steady on their feet when doing the steps. I didn’t even realize they come with a warning! I might have to make my classes a no-shape-ups zone.
katherine
May 18, 2011 at 10:00 pm (13 years ago)I just think this targeting is uncalled for. Coming from a very thin woman who was a chunky little girl growing up, children/kids do not need any more pressure to look a certain way. They do need pressure to get outside and play with friends or join sports teams or be active – but not to “lose weight” or “shape up.” It’s ridiculous, I don’t think Sketchers needs to emphasize the body image problem that young girls/teens already have.
Just my thoughts.
Ada
May 19, 2011 at 10:30 am (13 years ago)Woah, that’s so crazy! I had no idea those shoes were so dangerous.
Carrie Hughes-Cromwick
May 19, 2011 at 12:39 pm (13 years ago)Hi Dori,
I agree with your comments. I would like to comment on the following: “People see Skecher’s Shape-ups (and other similar shoes from different brands) as a way OUT of exercising. A shortcut.” I think what’s missing here is that “some women” watch those commercials, see the tight buts, tight legs and want them. They will do anything to have them. They aren’t necessarily looking for a short-cut. I think they are just looking for a solution. As an avid work-out feign with high self-esteem, I still find it difficult to look at those images and not compare myself to them. I’ve definitely accepted how I look as a 27-year old woman, but I still find myself on occasion wanting to look a certain way. So, while I do agree with your points, I also think there’s another side to those commercials targeting women not girls (now, that’s just ridiculous as previously noted). It’s that the women who work out hard (cardio, weights, whatever), eat well, feel good about themselves, but still are attracted to those shoes, because they feel like someone has finally found a solution that can be incorporated in their already intensive work-outs.
I love your posts and will continue to follow you! –Carrie=)
Dori
May 19, 2011 at 12:41 pm (13 years ago)Excellent point!
Kaye Beeh
May 20, 2011 at 10:01 am (13 years ago)I get Carrie’s point, I believe its okay in addition to working out for women (As long as you do it the right way). Not young girls, give them normal shoes. I agree in which, it does give an underlying support to the fact that in this society, beauty and a certain body type is considered normal. And the fact that this is projected to young girls who have not experienced much yet about the world or find their identity, they should be exposed to this? Something is not sound here.
I suppose it is anyway to make money. Good grief.
Dori
May 20, 2011 at 10:02 am (13 years ago)I actually don’t think they are OK in addition to working out because they are dangerous and can cause stress fractures. It is just so dangerous…
Kaye Beeh
May 20, 2011 at 10:18 am (13 years ago)🙂 let me rephrase that, The shoes I use in addition to (and what I’m referring to in my saying) are the Reebok Train tones. I love those, these sketchers always frighten me. I see what you mean about fractures, I nearly feel in them one time, when I was trying them one day.
What do you think about the Reebok series of shoes, I believe they are safer.
Dori
May 20, 2011 at 10:20 am (13 years ago)I don’t know much about the Reebok shoes or how they are designed to work. I will have to research them more. I do know that the Skechers come with a “do not run in these” warning which goes to show that the company KNOWS they are potentially unsafe.
Gena
May 21, 2011 at 9:36 am (13 years ago)I know nothing about the safety of these shoes, but I trust you about the health risks. What I *do* know is that this compounds the already depressing pressure that younger and younger girls feel to be “toned” in our society, and I think it’s outrageous.
Stephanie@MyThornsHaveRoses
May 21, 2011 at 7:28 pm (13 years ago)Blech. I am seriously pissed. I think this is so beyond ridiculous. In fact, I might just have to write the company. I can’t even fathom having a conversation with my 8 yr old or 7 yr old about wanting to “tone up” their legs or buns.
Nicola Yvette
May 23, 2011 at 9:59 am (13 years ago)This is gross! I can’t imagine having to be a parent and protect my children from things like this.
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