FTC Makes Skechers Pay for Being So Sketchy about Shape-Ups Shoe Line

Let’s begin by saying, yes, this story is disconcerting on every level. It makes us lose faith in brands, public relations, the law, celebrities, marketing experts and regular human beings in general. No one looks good in this PR and legal debacle—well, scam. But let’s dig a little deeper.

Skechers is in trouble with the law and the public because it pursued an aggressive campaign—leveraging shiny celebrities and bogus claims—promising that the brand’s Shape-Up line of shoes helped people lose weight and trim their figures (especially their bottoms).