By Kevin McCauley
Skechers is using Sitick and Company to fend off damage from what it calls a "scientifically worthless" report that questions whether its Shape-Up shoes tone muscles and contribute to weight loss.
The American Council on Exercise released a report in July that found no evidence that toning shoes such as Skechers, help wearers exercise more intensely, burn more calories or improve muscle strength and tone.
Skechers countered with a release Aug. 26 that cited the New Zealand Advertising Standards Authority and Australia Therapeutic Products Complaints Resolution Panel that upheld its fitness claims.
Those reports, according to Skechers fitness group president Leonard Armato, confirmed the "facts and science" presented by the Manhattan Beach, Calif.-based shoe company.
Skechers stands ready to address any complaints about its shoes and "will aggressively defend the integrity of this great product from baseless complaints and junk science attacks," according to Armato.
Skechers and Reebok International are leaders in the $1.7B toning shoe market. Former football great Joe Montana is Skechers' pitch man.
Tony Knight of Sitrick handles Skechers.
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