HOUSTON – Local 2 Investigates a new shoe on the market targeting young girls.
You've probably heard of Skechers Shape-ups for women. They promise to tighten the tush. Now some moms are wondering why the company is marketing the same shoe to girls as young as 7 years old.
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The controversy is not simply cosmetic. KPRC Local 2 consumer investigator Amy Davis explains why some said the shoes can cause health problems for young children.
With stars like Brooke Burke and Kim Kardashian pitching the product, many buy into the tennis shoes that promise a booty boost by doing nothing but walking in them. But now Sketchers' latest ad is getting the attention of the younger set.
"I don't think that's appropriate," said mom Carmen Moore who was shopping with her 11-year-old daughter at Memorial City Mall.
"I think we put too much emphasis on what young girls should look like or what kind of body shape she should have," shopper Darlene Carle said. "I don't think we should put that in their heads."
Skechers President Leonard Armato said parents are missing out on the bigger message.
"We're simply saying you don't have to have a trainer, you don't have to have a gym membership to shape up," he explained. "We envision mothers and daughters wearing their Shape-ups talking to each other, talking together, walking together and getting in better shape together."
"I think they're just trying to make money, and they're not thinking about what's necessary for the children," mother Laura Worley said.
Podiatrist Dr. Neil Strauss said Skechers certainly wasn't thinking about the support little feet need when kids are still growing.
"They teach people to walk differently," Strauss said. "That is not necessarily a good thing when you're talking specifically about kids."
He said shoes are supposed to be flat and stable with a little toe and heal lift. Shape-ups have a rounded sole that creates a rocking motion. Strauss said the sole can cause all types of injuries.
"A lot of injuries I am seeing with this shoe are ankle injuries, Achilles tendon injuries ? there has also been known hip injuries from it and posture injuries," he said. "And with children, you want to teach good posture ... not bad posture."
Still, Skechers is standing behind the shoe that it claims is safe. Armato said the company is offering Shape-ups for girls in response to First Lady Michelle Obama's call to fight childhood obesity.
"So everyone has to use them in accordance with their own health level, fitness level; and if there is a medical issue or balance issue, consult your doctor," said Armato.
Some local stores, like Journeys Kids in Memorial City Mall, have pulled the shoe. A store employee there said he couldn't begin to figure out an appropriate way to sell the shoe to moms and their young daughters.
Another criticism against the company was that Skechers only made the shoes for girls. Skechers said it's currently working on a version of Shape-ups for boys.