Showdown Over “Toning Products” Looming?

A war of words could be brewing over those so-called “toning” shoes reports MediaPost, which notes that Nike is firing back at rivals Reebok/Adidas (Adidas owns Reebok). Nike is running print ads (see below) for its own Trainer One women’s shoe, with the headline “The Ultimate Quick Fix is not a magical toning shoe,” and follows with the tag line: “This shoe works if you do.” In other words it goes back to the old Nike slogan of “Just do it.” So is that the end of the “toning” craze? Not likely. 

As reported by MediaPost, Reebok is set to introduce a line of EasyTone workout clothing this fall, with the claim that it will improve posture, alignment and flexibility. Is this a modern age snake oil or does the technology in the clothing actually aid in the workout process? The key is likely that they don’t call it “working out” or “a workout” for nothing. There needs to be some good old-fashioned sweating.

What is absolutely true is that all this is drawing a lot of attention. Earlier this month CNBC.com, which looks at the world of business began following this issue in its Sports Biz column with Darren Rovell. He noted: ” Many dismissed Nike’s company line as arrogance. The company that likes to be first was now destined to be last in the marketplace that now included Avia, New Balance and others.”

In other words a lot of big names in the fitness shoe market have a lot invested in the so-called “toning shoes.” So is it marketing hype or actual innovation?

We think it doesn’t so much come down to the “if the shoe fits,” but rather “use the shoe to actually get fit.”