I chose to talk about Skechers new product, Shape-ups. This new form of fitness footwear is design to "shape while you walk" by promoting weight loss, toning muscles, and improving posture. ALong with those aspects, the shape-ups are said to strengthen the back, firm buttocks muscles, reduces cellulite and tone thighs, firms calf muscles, tightens abdominal muscles and improves blood circulation. On the Skechers website, it is explained that "its easy to shape up with your shape-ups. Wear your shape-ups everywhere and anywhere you walk (or stand), and your body will feel the benefits". Designed to improve your life by changing the way you walk, Shape-ups feature a "unique soft kinetic wedge insert and dynamic rolling bottom to simulate walking on a soft giving surface like sand. With the comfort of Shape-ups, you will feel your heel sink to the ground as you step, roll forward as your weight shifts to its center, and push off with your toes." Each part of the actual shoe promotes healthy benefits. The upper outside layer of the shoe provides "superior quality, well-padded uppers of durable leather, suede, and breathable mesh designed to provide needed support and supreme comfort." The sockliner is a "removable insole provides superior arch support, molded cushioning for comfort, and antibacterial treatment to prevent odor, wick away moisture and increase breathability." The midsole is a "firm polyurethane frame designed to support and stabilize the foot." The kinetic wedge is a " super soft foam designed for maximum shock absorption to protect the body while exercising core muscles." finally the outsole is a "long-lasting rubber outsole designed to contribute to biomechanical motion vital to a natural walking state by propelling wearers into their next step."
You can find shape-ups online at skechers.com or at famous footwear. The cost of these shoes varies depending on the style you want but are anywhere between $110-$140. Skechers is a shoe company that has been around since the early 1990's. I remember owning skechers when I was younger and today they are still a desirable shoe. To me, skechers seems to market themselves to the younger generation with affordable, comfortable, stylish shoes. I think that this product would be desirable because of the company's effectiveness to provide two products in one: tennis shoes that provide exercise. In today's world, convience is key and by being able to buy a product that helps tone your body while doing everyday erans and your daily routine seems pretty perfect.
Something that I found interesting was that all the commercials I have seen for this product and the advertisements in magazines only include women. It wasn't until I went on their website that I saw one picture of a male, and that was just of a cartoon-style model. The only other male influence I found was a comment from a doctor who actually conducted a six-week trial. His results are interesting too. The results included an average weight loss by the participants of 3.25 pounds, an overall average improvement of body composition (reduction of body fat) of 1.125%, an average improvement of glutei strength by 41%, and an average improvement of low back endurance by 37%. I am not sure why such weightless products seem to be more marketed toward women but they do. There is no doubt that women feel immense pressure to look their best as they are influenced to think that skinny=beautiful and often that means one has to look like a model. This pressure may mean that more and more products are geared toward women.
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