Skechers (Yeah, more shoes)

So, the trend of shoes as “exercise technology” is pretty popular lately. I actually remembered seeing these Skechers commercials over the summer, a video on loop in the store while I shopped.

I like skechers because of the focus on comfort, and am overall more pleased with this video than the Reebok one.  Well, maybe “pleased” isn’t the right way to put it, because I’m still pretty annoyed.  Maybe just less offended?

The video above shows a workout that doesn’t require you to go to the gym.  The “stronger, healther, happier you” part is all well and good, as well as the alleged health benefits and the “natural” way to walk.  At the same time, I’m not happy when the woman announcing speaks of a “more attractive you” or emphasizes multiple times that these shoes will get rid of cellulite.  As far as I’m concerned, cellulite isn’t exactly an unnatural phenomenon.  I don’t like the way it is picked on as something wrong here.  You can be in good shape and healthy yet still have cellulite, or still be “overweight” and I really don’t like the way this is pitched in that manner.   It suggests that you cannot view yourself as attractive unless you fit what they and the rest of the media are selling, that you cannot find your own shape attractive, nor can anyone else, and there is the assumption that you will automatically be unhappy if you don’t.

I was surprised to find out that Skechers also makes Shape ups for men. Why? Because I don’t see any of them in this advertisement.  In fact, I only googled them to double-check my assumption that they didn’t exist.  I’m curious as to how many men buy shape ups versus women and what part of the marketing gets them: cellulite or healthy workout? Both? I don’t know.

I’m all for healthy toning of muscles and exercise, a little hesitant to accept these “shoe miracles” as a solution for that, and very peeved that the “more attractive you” means getting rid of all your “flaws” rather than just feeling good about yourself/your health.

What do you think?  Is skechers really significantly better in this campaign than Reebok?  Worse in some way? Do you prefer their infomercial, exercise technology appeal? Let me know.

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2 Responses to “Skechers (Yeah, more shoes)”

  1. Marcee Says:

    Well my friend since you mentioned the Reebok adds I went online and watched them all and …OMG! I felt like watching porn with my mom. Very inappropriate and vulgar. Seems, we female individuals are strictly sexual objects and we better firm our booties if we still want to have any chances of reproduction…. UGh! I saw the Skechers Video too. What they seem to emphasize though is Health and healthy lifestyle. I don’t think that a women with a stroller and few girls walking the steps have anything vulgar or obscene. So I can tell with certitude that I don’t find the Skechers add sexist at all. Quite the opposite for the Reebok one. You can also see other women comments. All seem to find the Reebok adds offensive.

  2. M Says:

    I’m glad we can agree the Skechers health focus is way better, though I still think the commercial could be improved simply by dropping the “more attractive you” phrase. Overall though, nice to see women leading day to day lives and just walking rather than performing some kind of “tease” for a camera man. Thank you for your input, glad I’m not alone in my outrage.

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