Reebok set to relaunch controversial EasyTone shoes range

Reebok: relaunching EasyTone range with campaign starring Helena Christensen
Reebok: relaunching EasyTone range with campaign starring Helena Christensen

Reebok is mounting a European relaunch of its EasyTone sports shoes, backed by fresh research into their toning effects, following previous complaints made to regulators about its advertising claims.

The Adidas-owned sports brand is shifting the focus of its footwear positioning to women’s ‘satisfaction’. While technology will no longer be the main focus of the range, it will underpin all marketing communications.

Reebok has not changed the product itself, but has commissioned independent research that it claims provides fresh evidence of the physical ben-efits of wearing the shoes.

It has launched a PR campaign featuring brand ambassadors Helena Christensen and Eva Mendes based on the repositioning. Activity featuring its UK ambassador, Kelly Brook, will follow later this year.

The fresh positioning, handled by M&C Saatchi Sport & Entertainment, is being used across Europe.

In December 2010, the ASA banned ads for Reebok’s EasyTone Curve trainers following two complaints, stating that Reebok gave insufficient evidence that the shoes toned wearers’ ‘legs and bum more than regular trainers’.

Last year, the US Federal Trade Commission ruled that the company had made unsubstantiated claims in the advertising of its EasyTone walking shoes and RunTone running shoes and forced it to return $25m to US consumers who had bought them.

Reebok was also barred from making these and any further health or fitness claims unless backed by scientific evidence.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer