The Federal Trade Commission (“FTC”) is currently distributing $40 million in association with its false advertising settlement with Skechers. The FTC alleged that Skechers had marketed its Shape-up athletic shoes and other toning shoes based on unproven benefits, specifically stating that Skechers
“deceptively advertised its toning shoes, including making unfounded claims that its Shape-ups shoes would help people lose weight, and strengthen and tone their buttocks, legs and abdominal muscles.”
Skechers utilized celebrity endorsements from Kim Kardashian and Brooke Burke to tout the supposed benefits of the shoes. In some cases, such endorsements may also expose the associated celebrities to liability associated with any false claims they personally made.