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Do 7-year-olds need Skechers butt-toning Shape-ups?
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GoogleIf, like Kerry Campbell, you'd consider giving your elementary-school-aged child Botox injections, then Skechers new Shape-up toning shoes for girls probably won't offend your sensibilities. But many parents are taking exception to the company's latest product line -- currently appearing in ads on the Cartoon Network and Nickelodeon.
In the commercials, an animated girl bounces around singing about "looking good and having fun" because "Heidi's got new Shape-ups." Meanwhile, a series of sad looking boys dressed as hot dogs and cup cakes chase Heidi who -- thanks to her Skechers -- is able to outrun the evil temptation that is food and/or boys.
While we make it a general rule to run away from anyone dressed as a food item, the ad is troubling because the shoes are targeted at girls as young as seven years old. And, let's not forget that Shape-ups -- as described on the company's own website -- are designed to tone the derriere and leg muscles using "enhanced resistance training and accelerated muscle activation."
Is this something kids really need to be concerned about at seven?
In a statement, Skechers defended the shoes, writing:
"The whole message behind Shape-ups is to get people moving, exercising and getting fit. Skechers advertising for Shape-ups for girls contains the same messaging being used by the First Lady's 'Let's Move' initiative, which is aimed specifically at children. Shape-ups intended purpose is to promote exercise and fitness, which should be viewed as a positive message to get kids up and moving."
We're not convinced Michelle Obama would agree. In fact, we're thinking that if Skechers was primarily concerned with getting kids moving it could just as easily market a sneaker that is just a sneaker and not an already well-established sub-brand associated with getting a more shapely rear end.
"The real comedy here is Skechers' trying to hide behind the First Lady's anti-obesity campaign, as if encouraging children to enjoy physical activity and lead healthier lifestyles is equivalent to instilling a mortal fear of cupcakes, and demanding the purchase of unnecessary and overpriced shoes, just to make you look a certain way," clinical psychologist and mental health advice columnist Andrea Bonior tells Zap2it.com. "This is about profit and the objectification of girls' bodies, plain and simple. Skechers wouldn't dare do a similar campaign for boys -- because they know exactly what they're really selling. And no little girl needs it."
What do you think? Has Skechers crossed the line? Should they pull the product from store shelves?
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Photo/Video credit: Skechers
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How about just not buying the product if it bugs you? I would never buy them for a 7 year old. If enough people feel the same way, the company will pull them because they aren't profitable.
OMG I'm shocked & dismayed. If I had children, I'd have blow up the teevee set. Oh yeah, I already have!!
Do 7 year olds need butt-toning shoes? Well, I guess that depends upon whether or not they have a saggy butt.
If you start early you don't have to work so hard later on.
I have an eight year old. She asked for shape ups (grandma bought them) because mommy has them. I have a messed up knee and they have given me support on the bad leg, I can go to amusement parks with her, take long walks and not have the horrid pain. She wanted to have shoes like me,so we could walk together and get exercise. I haven't seen the ads. We don't watch tv during the week, and use the dvr so we can skip the ads, that run through regular programming.
My little one is healthy and strong, she is 4'3" and weighs 49lbs. She doesn't need shape ups, but she has encouraged me to get in better shape, because she wants to be like mommy. Condemn or Criticize I don't really care, if it keeps your kid off the couch..Great!
People worry about the shoe ads...what about the fast food ads???
oh my holy hell, lala. you are obviously totally oblivious. if your daughter saw your lingerie and said she wanted a thong like mommy so that she didn't have underwear lines, would you buy her those too? just because your children ask for something does not mean you get it for them. that is parenting. children today are HIGHLY sexualized at a very young age and the ignorance of many parents is the primary cause. the sexual revolution was fantastic for adults, but no one considered how it would affect our children. now that our culture is so saturated with sex, no one stops to think twice.
and steve, are you a pedophile or just an idiot? CHILDREN, small children, do not need to be worried about having a tight ***. overall fitness and health are what you should instill in them. i really doubt any pediatrician is going to say "well, sir, your daughter is in great health, but her saggy *** is a problem so you should really have her tone that up."
why don't we all just get our daughters ****** implants on their 13th birthday too? why not, if mommy has them? and buy your ten year old son extenze, so he won't have to work so hard later trying to fix that "problem".
I get the uproar over the Botox deal, but the shoes? Really? Parents, get a life. More importantly, take the cookies away and go outside and run around with your kids.
Hey Alyssa, I'm guessing you meant ****** (gasp -- I said it!) implants by ****** implants. If so, don't you think it's a pretty big jump from Sketchers shoes to ****** (I said it again!) implants? Get real. Our society has become way too sensitive if now even TENNIS SHOES are a taboo subject. The biggest issue here is that those Sketchers shoes don't really work. It's unfortunate that they don't work, given the obsence number of overweight and obese children walking around. Parents, take a hint. Your kids need gym shoes (Sketchers or otherwise) and carrot sticks.
Spoken like a true nonparent, Rachel.
If you're going to argue and criticize, at least do it intelligently and without all the childish sarcasm. You made me wish I could delete your comment, not talk to you more about your oh-so-thoughtful and respectful perspective.
Those Shape Ups are a big waste of money. Your only fooling your self if you think they work. I would be more concerned about the child twisting her ankle in them. Does anyone have a problem with Tom Cruses daughter in heals? Now that's sick.