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| Print Ad for the Reebok Easytone Campaign |
Reebok has been ordered to pay $25 million in a settlement agreement with the FTC for using deceptive ads for the Easytone product line. The Easytone products are a line of running and tennis shoes that claimed to tone your muscles and give you a workout while you walked. A representative from Reebok released a statement saying, “In order to avoid a protracted legal battle, Reebok has chosen to settle with the FTC. Settling does not mean we agreed with the FTC's allegations; we do not."
However, the FTC found that Reebok did not have actual scientific data to support these claims and instead used "junk science." This ad is proof that people will check if you use numbers in advertising. If you have facts, you have to back them up, and they have to be repeatable. This is a harsh hit to the well-known Reebok brand that may damage the brand’s reputation, and cause other brands carrying similar products to reconsider their product line.
However, the FTC found that Reebok did not have actual scientific data to support these claims and instead used "junk science." This ad is proof that people will check if you use numbers in advertising. If you have facts, you have to back them up, and they have to be repeatable. This is a harsh hit to the well-known Reebok brand that may damage the brand’s reputation, and cause other brands carrying similar products to reconsider their product line.
The negative impact that Reebok has faced from this campaign may also damage the credibility of the celebrities that participated in the campaign. The Easytone campaign used well-known celebrities such as Eva Mendes and supermodel Helena Christensen. Typically, celebrities should have a belief in the product they are advertising and a basic knowledge of the product's strength and weaknesses.
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