Thursday, May 12, 2011

While on my way to drop off Lauren this morning she read a tweet from Kaitlin Maud regarding these new "Shape Ups For Girls" by Sketchers. We both began FUMING in the car about how disgusting and appalling this was. I am outraged that a company could think this was 'great'. Although A Skechers spokesperson said the shoes are not made in preschooler size (that they start at size 2 the average size of a 7-year-old) the ads are running on the Cartoon Network and Nickelodeon during programming aimed at kids as young as preschool age. The commercial features a few skinny young girls singing  "Heidi's got new Shape-Ups, got everything a girl wants. She's got the height, got the bounce. She's lookin' good and havin' fun 'cuz Heidi's got new Shape-Ups." Later in the commercial this Heidi character is chased by three lethargic boys dressed as a hot dog, a cupcake and an ice-cream cone.

As if the pressure on women to be thin wasn't bad enough with television, magazines and advertising now they are pressuring pre-school girls? Even more interesting the company does not make their shape ups for young boys, just girls. What kind of vile company is telling 7 year olds to tone their ass, it is disgusting and I hope none of you even consider purchasing these. 

Shame on you Sketchers, shame.

EDIT: I did a bit of digging around and found this interesting little tid bit of information: "A 2010 University of Wisconsin study commissioned by the American Council on Exercise compared exercise wearing rocker bottom shoes and regular running shoes. The study found there was no fitness benefit to wearing rocker sole shoes. The study was cited in a 2011 class-action lawsuits alleging false advertising by New Balance, Reebok, and other manufacturers." --- So now not only are they pressuring girls to be skinny when they are in 1st grade, they are LYING about the shoes health benefits to make a quick buck. They get paid and the girls get a complex. Thanks Sketchers.

Sign the Petition against this product on Change.Org
Huffington Post Article
Sketchers Twitter @SKETCHERSUSA
Rocker Bottom Shoes promote FALLING


  1. i just posted your blog entry to the Parents Television Council facebook page at Check it out and please join the discussion.

  2. You're right, that's disgusting. Did you hear about Abercrombie's padded bikinis for pre-teens?

    Makes me worry about raising my daughter in this society. As parents of girls, we've got a tough job ahead of us!


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