Skechers Shape-Ups For Girls Leave Parents Outraged
It’s no secret: America’s kids are touting waistlines that would make Humpty Dumpty look like a Jenny Craig success story. The national campaign to get children off the sofa and engaging in more outdoor activity has prompted Kim Kardashian-endorsed fitness fashion giant Skechers to release a shoe from its popular “Shape-Ups” line in girls’ sizes, but the controversial move has left parents and podiatrists squawking.
Couple that with the fact that there are no Skechers Shape-Ups for boys and you’ve got another round in the ongoing debate about the oversexualization of young women in America.
President of Skechers Fitness Group Leonard Armota has compared the new kicks to First Lady Michelle Obama’s “Let’s Move” campaign.The shoes are available in youth sizes 2 and above and targeted towards girls 8 and under. The butt-toning shoes for girls, priced at $75 a pop, have been advertised during popular programs for pre-school-aged children via Nickelodeon and The Cartoon Network, strucking a nerve with moms and dads in the process. The animated ad campaign features a girl wearing Skechers Shape-Ups as she’s being followed by unhealthy food like a hot dog, ice cream, and a cupcake.
Meanwhile, a host of hoof specialist are decrying the shoes as a potential hazard for tiny feet.
“These shoes are designed to throw us off our normal gait pattern and are not designed for children… I wouldn’t recommend these for growing feet,” says one.