Sketchers Steps In It

Posted on | May 17, 2011 | No Comments

Earlier this week a story broke about the outrage going around after Sketchers launched an ad campaign on kid-friendly networks and programs (including Nickelodeon) targeting girls as young as 7.

I have been dubious of the “benefits” these shoes provide anyone for some time. A local physical therapist, Rhett Polka, of One80 PT, has actively ranted against them on Facebook and elsewhere, saying they cause more problems than they help, and I trust his judgement.

Just before this story broke, I was finding myself increasingly disappointed in respected, hall-of-fame athletes like Karl Malone, Wayne Gretzky and Joe Montana selling out their integrity for a big check from Sketchers to push Shape Ups. Oh, and Kim Kardashian does, too, but I don’t think she carries much weight in this arena. Those other guys do, and their participation in this has made me lose a lot of respect for them – it’s not like they need the money.

Sketchers went into CYA mode, noting that they are working to accomplish the same things that First Lady Michelle Obama is working for with her “Let’s move” initiative. The ladies discussing this on The Today Show correctly pointed out that if that were the case, they’d have Shape Ups for young boys, too, no?

This is unfortunately another step in the weird cultural trend of making girls grow up too fast — some might call it pimping them, or eroticizing them. Other recent examples include the uproar over Abercrombie and Fitch selling bikinis with padded tops to 7 year olds. What pre-teen really, of her own accord, decides her legs and butt need toning?

I find it interesting that, as horrified as people were over Jean Benet Ramsey’s participation in pageants, and as much scorn as reality shows on girls pageants attract, that some businesses, and some segments of our population, still seem to be pushing this envelope.

What do you think? What other examples have you seen of inappropriate marketing of products to youngsters?

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