The Today Show: EasyTones, Shape-Ups, and Five Fingers, Oh My!

By Justin Owings on Jul 15, 2010 | In general | 10 comments »

NBC's Today Show aired a segment this morning about the latest fads in fitness footwear; specifically, the growing number of shoes that promise to tone up your lower body simply by wearing them and walking around.

For once, I'm not talking about Vibram Five Fingers, but rather shoes like the Reebok EasyTones and Skecher Shape-Ups. That said, I'm happy to report that the Today Show does feature barefoot running and Vibram Five Fingers, too. Just watch the segment:

 

Outside of the hearty mentioning of Vibram Five Fingers and barefoot running (Al Roker in black KSO Five Fingers and a suit!), there were two things that stuck out to me about the segment, as summed up by these quotes:

  • "Sales expected to top $1 billion next year" (Note the screen-cap)... "Get in shape without setting foot in a gym."
  • "The primary market: women — accounting for 90% of sales."

I can't help but think of the old saying "There's a sucker born every minute" — the idea that simply wearing shoes with extra cushioning at the midfoot (like the Skechers Shape-Ups) or shoes with awkward balls underneath the front and back of your foot (like the EasyTones) will help you shed weight or "tone up" makes for quite a sales pitch. It plays right into the consumerist mindset that buying the product means buying the proclaimed results.

It's just not that simple. At best, these toning sneakers will put stress on different muscles as you're forced to adjust your gait. At worst, their benefits will diminish over time and leave you with an awkward, unnatural gait. For most, I'd guess they won't be any better or worse than your run-of-the mill modern-day sneakers.

I'm happy to see that the Today Show didn't exactly paint these gimmicky shoes in a glowing light — though the Doctor they quoted didn't exactly look like the healthiest chap.

Toe Shoes on the Today Show

Al Roker's black KSO Vibram Five Fingers feet on The Today Show.
Al Roker's black KSO Vibram Five Fingers feet on The Today Show.

It's encouraging that the Today Show also gave about half the segment to another "fad"* (as some might argue) — barefoot running and toe shoes — a.k.a. Vibram Five Fingers. Specifically, we got to hear from John Durant of BarefootNYC and Hunter-Gatherer (Seen on The Colbert Report in KSO Vibrams), and see a bunch of barefoot or VFF-shod runners demonstrate minimalist running in NYC. And ________ (who is this guy?) even ran alongside the group barefoot (or in Bikilas? Not sure) and prominently noted that his feet didn't hurt — though his calf muscles did.

Finally, I thought it was great to hear that Natalie Morales, who is apparently a runner, was going to try out her Black KSOs on her next run. Though her comment was hard to catch, it sounded to me like she had actually done some research into Vibram Five Fingers. Natalie, enjoy your inaugural almost-barefoot run — just take it slow!

So what did you think about this segment? This is the second time Vibram Five Fingers got mentioned on the Today Show. Maybe one "step" closer to mainstream awareness? What say ye?

* I don't think it's a fad, but I'm biased!

About the Author — I founded BirthdayShoes.com in April 2009 on realizing just how much I enjoyed having "free feet" - I mostly wanted to use them for weights, sprints, and plyometrics (I'm not much of a runner!). I'm a Googler by day and minimalist footwear aficionado by night; you can find me 'round Atlanta. If you want to catch up with what I'm doing outside of the site here, follow me on twitter @bdayshoes or @justinno or check out my personal site JustinOwings.com.
has written 708 articles and 258 comments.
Tags: black kso, kso, news

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Comment from: Jesse [Visitor] Email
JesseI think it's great to see VFFs getting airtime, however as long as they are seen as just a passing 'fad' I feel that they're a long way from mainstream acceptance. That said, my KSOs do get recognized more frequently and the responses I get are more often "Oh, I just read about those" instead of "what the?!?!"
07/15/10 @ 13:41
Comment from: August Kryger [Visitor]
August KrygerI found it interesting that Al said his knee surgeon said he needed lots of support to run. Well, I had major reconstructive knee surgery several years back. After that, I couldn't run more than a mile without pain in normal (expensive) "running" shoes. Now that I've switched to Vibrams I've run 17 miles pain-free. As in, nothing hurts at all. If I do happen to have the unfortunate incident of running in normal shoes, it hurts pretty quickly. Right now I am training for a marathon and would never be able to do that in mainstream shoes. To me, this is the most conclusive personal evidence that less is more. I hope physicians can become more educated about this and help dispel the myths of the running shoe world.
07/15/10 @ 14:37
Comment from: Fwear [Visitor]
FwearI don't think it is a fad because it is not about looks or perceived results. It just feels good.
07/15/10 @ 15:19
Comment from: Ryan [Visitor] Email
RyanI'm happy to see my favorite five toed wonders get some spotlight and not be trashed on or mislead the public (like my local news station) and the "fad" thing at least for me will never be true as I'll wear them till the day I die or lose my feet.
07/15/10 @ 20:10
Comment from: Juggling Joe [Visitor]
Juggling JoeThat was nice exposure for VFF's, I thought. The most sensible option out of the "shoes" presented, by far. Those shape ups and toners will come and go much quicker than VFF's and barefoot running (at least I hope, let's hope Americans can be patient enough to try something that is not a "quick" fix, but is a gradual approach).

I get more "I've heard about those" reactions nowadays too. Even kids are aware of them, too.
07/15/10 @ 20:24
Comment from: Amy Stewart [Visitor]
Amy StewartI hated that they lump VFFs into the shape-ups category, although I can see the reason: it's gaining popularity, and it is a funny-looking thing you wear on your feet. But the similarities end there.

I would be interested to know how many Shape-ups wearers have twisted their ankles in those ridiculous, gimmicky monstrosities.

I am glad they showed the barefoot woman saying that she wants to tell fellow runners that they might be able to lose the knee brace if they also lose the shoes. And I think Al Roker needs a second opinion.

07/19/10 @ 07:27
Comment from: Cheryl [Visitor]
CherylYou did not mention the gray shoes that Ann Curry was wearing? They were refered to as minimalist running shoes. What brand?
07/19/10 @ 21:10
Comment from: LJHudd [Visitor]
LJHuddAnn Curry was wearing the "Nike Free" shoes - I tried them on when I went to buy my Bikilas and they are not much different to other regular 'traditional' running shoes. They are more flexible but still restrictive and to me the heal was the most uncomfortable... too much support.
07/21/10 @ 13:40
Comment from: jtcitrus [Visitor]
jtcitrusMy mother had those curved shoes. She stumbled on the driveway and b/c of those shoes was unable to catch her balance. she wound up breaking her shoulder/arm.
07/26/10 @ 08:14
Comment from: John [Visitor]
JohnThe cynic in me guesses the "attacks" won't really begin until they get more mainstream. Then people with a distinct bias will come forth to "educate" the public as to the things to watch out for. None of which will be anything more than generalizations from people who will cite no study, nor will have any first hand knowledge of problems. It will be very much like Mr Roker's assumption that the shoes are bad due to "no support", but with much more negativity. I hope that day never comes.
11/23/10 @ 20:22