For centuries, mankind has been inspired to search for an efficient approach to quench its thirst for eradicating excess fats and toning muscles. Obesity and weight-related diseases have plagued a huge chunk of the world's population.

According to the Centers for Disease Control and Prevention of the United States of America, obesity rolled up dramatically in the past 20 years. About a third of the U.S. adults or 33.8 per cent of the country's population in 2010 are obese. Children and teens are not spared as approximately, there are 12.5 million or 17 per cent of children and adolescents aged two to 19 that are obese.

When Bill McInnis, a former NASA engineer and now serving as the Head of Advanced Innovation for Reebok nourished a desire to use balance balls in shoes, a new line of footwear was borne.

Reebok's EasyTone sneakers series is the first of its kind to use the balance pod technology invented by McInnis who spent 18 months to perfect the balance pod system in the sneakers sole, creating natural instability with every step. McInnis explained the instability is the key point in toning the wearer's calfs, glutes, and hamstring as the muscles are compelled to adjust to imbalances.

The Fitness Feat

Mr. Bill McInnis introduced EasyTone sneakers with benefits of toning muscles in calves by 11 percent and the muscles in derriere by 28 percent just by wearing the shoes on simple exercises like walking.

Before the official launching of EasyTone shoes, Reebok commissioned a study at the University of Delaware on five women who were requested to wear the EasyTone sneakers or regular sneakers and no sneakers while they walked on a treadmill for five minutes. The electrodes were used to record the muscle activities of those women.

Reebok's EasyTone sneakers targeted women and employed the professional services of supermodel Helena Christensen who said in an interview that EasyTone sneakers are "comfortable to walk in, it almost feels like you are wearing on sand, but by the end of the day you can feel it in your legs almost like you have done a workout."

The TV and Internet ads emphasized the fitness benefits of EasyTone sneakers can be attained by a simple walking. Hence, Reebok discourages consumers from wearing the sneakers in playing other types of sports as the instability may result in injuries.

Reebok's marketing concept for EasyTone aims on muscle toning especially for women who live busy lives.

"We believe every woman has the right to a nice butt, even if they are too busy to go to the gym. Reebok EasyTone footwear allows women to tone as they go about their everyday business," said Katrin Ley, Reebok's Head of Women's.

Settlement Issue

On Sep. 28 2011, The United States Federal Trade Commission ordered Reebok to a settlement of $25 million for false claims over the fitness benefits.

"The FTC wants national advertisers to understand that they must exercise some responsibility and ensure that their claims for fitness gear are supported by sound science," said in a statement, the agency's director for Bureau of Consumer Protection, David Vladeck.

In 2010, the American Council on Exercise financed a study conducted by researchers at the University of Wisconsin, La Crosse on three types of toning shoes including Reebok's Easytones. The findings concluded that those toning shoes did not offer greater muscle activation or calorie-burning than regular gym shoes.

"There is simply no evidence to support the claims that these shoes will help wearers exercise more intensely, burn more calories or improve muscle strength and tone," concluded the researchers.

Consumers who bought Reebok's EasyTone sneakers and apparel on or after December 5, 2008 are eligible for settlement claim. They are encouraged to fill-out a form prepared by the FTC and Reebok.