Sketchers’ Shape-Ups Now Target’s Young Girls…bad idea?

Now look at this…

With all the excitement surrounding First Lady Michele Obama’s anti-obesity campaign and the recent collabo with mega-star Beyonce, it is only right that fitness brands jump on the bandwagon, right? Well, it sounds about right, but of course a flaw has been found in Sketchers’ new sneaker release.

Sketchers has recently launched new Shape-Ups for girls and media ads to go with.  Unfortunately, the classic brand is being scrutinized by consumers.  The new Shape-Ups are being heavily compared to the original Shape-Ups and its marketing approach.

The originals were endorsed by “bootylicious” reality star, Kim Kardashian and promised women toned calves and  a picture perfect booty.  With Kim K. and a quick shot of her famous asset, I am sure Sketchers made a comeback. Sadly, some brands just don’t know how to end on a good note.

Once a young girl sees Kim K.’s commercial and then the cartoon commercial created with her in mind, the last thing she is going to be fascinated by is the importance of health and fitness. She is going to head straight to the mirror, take a look at her bottom and pick apart her body image; starting with the shape of her booty. Not cool.

I see where Sketchers was going with this idea, but I think I may have to roll with the consumers on this one.


Posted on May 12, 2011, in Ads, Campaigns, Lifestyle and tagged , , , . Bookmark the permalink. Leave a comment.

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