As the fitness shoe industry continues to grow and evolve, Skechers has been a major player in the game since the late ’90s. One of their most successful products was the Shape Ups, a line of shoes designed to help promote a healthier lifestyle. But Skechers recently stopped producing Shape Ups and this article will explore the reasons why. We’ll look at how the fitness shoe market has changed over the years, the impact of technological advancements, and how this decision will affect Skechers’ business moving forward. So, let’s take a closer look at why Skechers stopped making Shape Ups.
Why Did Skechers Stop Producing Shape Ups?
Skechers Got Sued for False Advertising
Skechers had marketed their Shape Ups shoes as having the ability to help wearers lose weight and tone their muscles. However, a class-action lawsuit was filed in 2010 alleging false advertising and deceptive practices against Skechers. The suit claimed that the company had misled customers by making false and unsubstantiated claims about the health benefits of the shoes. As a result, Skechers was forced to pay out more than $50 million in refunds to customers who had purchased the shoes.
In addition to the lawsuit, Skechers was also the subject of an investigation by the Federal Trade Commission (FTC) into their marketing practices. The FTC found that Skechers had engaged in deceptive advertising by making false claims about the health benefits of their Shape Ups shoes. As a result of the investigation, Skechers was prohibited from making any further false claims about the health benefits of their shoes and was required to pay an additional $40 million in consumer refunds.
This combination of the lawsuit and the FTC investigation resulted in Skechers having to pay out more than $90 million in refunds and settlements. This was a major financial burden on the company and, combined with the negative publicity surrounding the lawsuit and investigation, resulted in Skechers deciding to discontinue the production of Shape Ups.
The Market for Shape Ups Was Shrinking
Even before the lawsuit and the FTC investigation, the market for Shape Ups was already declining. The shoes had become popular in the early 2010s, but by the mid-2010s their popularity had begun to decline. This was due to a number of factors, including the fact that the shoes did not offer any real health benefits and were not particularly comfortable to wear.
The decline in demand for Shape Ups was further compounded by the emergence of other fitness shoes that were more comfortable and offered more health benefits than Shape Ups. This made it difficult for Skechers to compete in the fitness shoe market and, as a result, the company decided to cease production of Shape Ups.
The Rise of Other Fitness Shoes
The emergence of other fitness shoes was a major factor in Skechers’ decision to discontinue Shape Ups. These new shoes offered more health benefits than Shape Ups and were more comfortable to wear, making them more attractive to consumers.
The rise of these new fitness shoes also put pressure on Skechers to innovate and improve the design of Shape Ups. However, due to the company’s financial difficulties and negative publicity, they were unable to do so and, as a result, they decided to discontinue production of the shoes.
The Negative Publicity Surrounding Shape Ups
The lawsuit and the FTC investigation into Skechers’ marketing practices resulted in a lot of negative publicity for the company. This negative publicity made it difficult for Skechers to recover from the financial losses incurred from the lawsuit and the FTC investigation.
In addition, the negative publicity surrounding the shoes made it difficult for Skechers to market and sell Shape Ups. This further compounded the company’s financial difficulties and ultimately resulted in Skechers deciding to discontinue the production of Shape Ups.
The Decline in Demand for Shape Ups
The decline in demand for Shape Ups was another major factor in Skechers’ decision to discontinue the production of the shoes. The shoes had become popular in the early 2010s, but by the mid-2010s their popularity had begun to decline.
This was due to a number of factors, including the fact that the shoes did not offer any real health benefits and were not particularly comfortable to wear. The emergence of other fitness shoes that offered more health benefits and were more comfortable to wear further compounded the decline in demand for Shape Ups.
Skechers’ Financial Difficulties
Skechers’ financial difficulties were a major factor in the company’s decision to discontinue the production of Shape Ups. The lawsuit and the FTC investigation resulted in Skechers having to pay out more than $90 million in refunds and settlements. This was a major financial burden on the company and, combined with the negative publicity surrounding the lawsuit and investigation, resulted in Skechers deciding to discontinue the production of Shape Ups.
Top 6 Frequently Asked Questions
1. What Are Shape Ups?
Shape Ups are a type of sneaker designed to provide a more active lifestyle. They are designed to provide a more natural walking experience by using a curved sole and an elevated heel. The idea behind Shape Ups is to create a more natural form of movement by forcing the wearer to use their muscles and joints differently than they would normally when walking.
2. Who Manufactured Shape Ups?
Shape Ups were manufactured and distributed by the company Skechers. Skechers is an American shoe company that was founded in 1992 and has since become one of the top shoe companies in the world.
3. When Did Skechers Stop Making Shape Ups?
Skechers stopped making Shape Ups in 2012. The company cited a decrease in sales as the main reason for discontinuing the product.
4. Why Did Skechers Stop Making Shape Ups?
Skechers stopped making Shape Ups due to a decrease in sales. The company had found that the product was not as popular as it had once been and that customers were not as interested in the product as they had been in the past. This combined with a decrease in sales led to the decision to discontinue Shape Ups.
5. What Was the Result of Skechers Stopping Shape Ups?
The result of Skechers stopping Shape Ups was that the market for active footwear shifted from Skechers to other companies. This allowed other companies to gain market share and capitalize on the demand for more active footwear.
6. Are There Any Alternatives to Shape Ups?
Yes, there are many alternatives to Shape Ups. Many companies now offer shoes that are designed to provide a more active lifestyle. Some of these alternatives include Nike’s Free Run shoes and Reebok’s ZigTech shoes. These alternatives provide the same benefits that Shape Ups did but with a different design.
Skechers Shape Ups Land Company $40 Million Fine for Toning-Shoe Claims
In conclusion, Skechers discontinued the Shape Ups because they felt the product was no longer in line with their brand values and the market had shifted away from the product. Skechers wanted to focus more on their other products and create better customer experiences. Despite the discontinuation of Shape Ups, Skechers remains a popular shoe company with a wide selection of products that fit different lifestyles and needs.
