Skechers Shape Ups for Girls | Fun with Fitness or Evil Incarnate

It’s been just three months since Holly Ward started legal proceedings against Skechers for stress fractures in her hips. Now, Skechers are in the news once more; however not for the effectiveness of their shoes, but rather, the ineffectiveness of their marketing strategy. Whilst marketing departments will say “there’s no such thing about bad publicity”, Skechers may feel that the accumulation of bad publicity can become a little wearing. But then again, they don’t exactly make it easy on themselves.

The latest backlash is coming from the same squidgy shoes that get the lower body working harder. Skechers Shape Ups have recently been firming the buttocks of Kim Kardashian on TV which appeared to have gone down fairly well, and she certainly had the wow factor; however the release of Skechers Shape Ups for Girls has been a different matter entirely.

Their recent launch of the kids range with accompanying adverts on Nickelodeon and the Cartoon Network, have lead to rage against the shoes on mums websites and parents portals, and anyone who dare venture onto the comments boards thinking the shoes are OK.

Some mother’s group websites have been receiving a wash of comments criticizing the shoes and the safety aspect, but mostly they are aimed at the fact that Skechers is sending a clear message to women, that no matter how old, you just don’t look good enough and you need to take some action. The adverts have touched a nerve with some mothers being highly critical of the message Skechers is sending to girls and women, about having to get to a certain shape to be attractive to men.

One poster, has taken this further still, suggesting “By not only marketing a shoe line to young girls, but also not even having an equivalent for boys Skechers is sending a clear message to girls and women – you’re never too young to start hating your body” with the Change.org member having started a petition to get the shoes off the shelves. Personally, I think this is extreme overreaction, but I can appreciate their feeling on the issue. I just don’t agree.

I don’t think that Skechers are evil for even considering the downsizing of their shoes, and there are good reasons why the shoes could actually be beneficial, namely the fact that 16% of 7-19 year old American girls are overweight. As for encouraging girls of such a young age to start thinking of their bodies, I’m not so sure that they are, or at least in the sense that the adults think. The 7 year olds who would fit the smallest shoes will be thinking about sparkly pink shoes that increase your height and are bouncy and fun. Maybe they will even think that the shoes can help them stay fit and healthy. I can’t see them suddenly thinking about the shape and size of their bottoms and thighs. Older kids and teenagers will certainly be thinking that, but they will be getting pressure at school about their weight and if parents can wear them, why can’t teenagers.

What is surprising is the level of analysis that has gone into the adverts, by authorities on the issue, and their findings. According to CBN.com, the Parents TV Council has criticized the adverts because “Girls as young as 8-years-old are being told this product will help tone their rear-ends and thighs”, the group said.

Well they are now it has been pointed out by pressure groups and mothers, but that’s not Skechers fault. If you look at the lyrics to the song, transposed by yours truly, you will see no mention of toning, buttocks or thighs anywhere. The shoes increase your height, give you a bounce in the step, and are fun. Plus they can help you stay fit, which is a good thing.

It is parents that are aware of how the shoes were marketed to adults, who are projecting their views onto the children. The kids will want them for the fun, bouncy and height stimulating effects, plus they are sparkly and pink.

I think the advert actually sends a positive message to girls. The fact they are not available to boys is not a sexist issue, but the realization by Skechers that no matter how they market them, they are no good for playing sports and climbing trees – or running away from shops without paying, depending on where you live.

Kids need to be encouraged to get active, and start exercising, and by making it fun, hopefully these Shape Ups for Girls will be enough, and will go some way to making staying fit and healthy more fun.

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