It’s never too early to get a perky, toned butt. Skechers now offers their (in)famous toning sneakers, Shape Ups, for little girls. (Thanks to the sharp eyes over at The Frisky for picking up on this one–take a peek at the commercial over there.)
The commercial shows some typical cartoon “cool girls” in a rock band wearing Shape Ups and singing about how “she’s got the height/got the bounce/yeah she’s looking good.” While they don’t specifically say anything about toning in the commercial, the tag line is “Get fit.” The end of the commercial shows the girls being followed around by a bunch of goofy-looking boys unfathomably dressed like food (think hot dogs and cupcakes–I can’t even begin to dissect what THAT imagery is supposed to mean.)
I don’t know what’s more offensive–the fact that they’re marketing toning shoes to little girls or that Skechers is telling them they’ll look good in them. I don’t care how ubiquitous they are, toning shoes are ugly. But because Kim Kardashian shills for them–and she’s pretty much like a giant Barbie–does that up their fashion cred for the grade school set? Either way, everything about this product and campaign says “ick” to me.
Skechers has a history of questionable marketing towards children. There’s an animated show on Nicktoons called Zevo-3 produced by Skechers, whose three lead characters were former stars of Skechers commercials. Brandchannel did a profile of Skechers last week and reported that an activist group petitioned the FCC to block the show. It didn’t happen, and instead, Skechers put promotional DVDs of the show into children’s shoeboxes.
Am I overreacting or is this just gross?