I'm just not entirely sure who they think they're marketing too, but then, I've always wondered the same thing about Victoria's Secret.

marketing *to*....oops

Yip I agree, they are certainly not trying to sell the shoes to me.

Find it offensive?...Don't watch...and most importantly...don't buy.

The fact that your friend wasn't the least bit offended doesn't take away from the fact that the ads are deeply sexist. "Sex sells" and "It's funny" are both, sadly, rational advertising strategies, but that doesn't make them okay, and you don't need to modify your response just because your friend doesn't believe this.

What about men who want firm butts? Guess they're outta luck, right? I'm not totally offended because I can see how most women want nice legs/butt, but I do think the ads are very sexist. I mean, I work out so I can be healthy and look good for my husband; not so gross old men can stare at my behind and drool.

I try to laugh at it, but I really don't like these ads, or any ads that dismember the female body.

tlsgirl, I think the marketing trick like this or Victoria's Secret, etc, where the ad is meant to appeal to men is that men want this, and women want to be what men want.

I wrote them to say I didn't like the ads and the responded with a slightly better-put "well, everybody else does." So the ad and the response were a turn off for me.

I actually bought the shoes BEFORE these ads starting playing. I like the shoes, but don't like the ads. I agree with Pistil. I have a problem with ads that chop women up into body parts.

Also, I can't stand those new Victoria's Secret commericals. "Baby, baby, baby." Gag. The jig is up guys. Your bras don't make me look like Alessandria ok. They never will no matter how many pianos your models drape themselves over. New strategy please...

You can't tell me that walking around in those shoes and doing nothing else will make your butt look like that. As Jezebel points out, the shoes have a warning that they actually should not be used for running or other cardio activities. Not very much "athletic" about these athletic shoes.

I feel like 10 years from now, when VH1 is doing "I love 2009," these ridiculous shoes ("athletic" shoes that aren't safe to work out in? seriously?) and their even more ridiculous ads will be the first thing to get made fun of.

I think this commercial is one of the worst I've seen in years. I am totally offended and will NEVER buy a Reebok product again. Yes, we have breasts and butts -- but we have more important assets such as our brains, our ability to juggle work/home issues and the like. I suggest we boycott Reebok over this. What kind of message are we sending to young girls and women. Yes, I know that sex sells, but this is going way too far.

I feel these ads are total sexist & I am personally offended by them.

I really don't want my granddaughter to see these ads & telling people not to watch is a good thing, but sometimes they pop up at you & you can't change it in time....

I am not going to buy any Reebok products in the future, these ads are in bad taste.

They're absolutely NOT offensive! Marketing is marketing and sex sells. They're trying to make a point, and if people are all abuzz about the ads, they've done their job. I can see not buying the shoes if you're not into them, but boycott Reebok alltogether? Wow. No way. Don't be offended just for the sake of being offended. It's JUST a commercial.

LOL. My sister wants these shoes for Christmas. When she described them to me, I decided I wanted a pair for myself as well. I hadn't see the ad before. I do find them to be a wee bit sexist, though I do see the humor in them, but they're nothing compared to some of the Carl Jr/Hardee commercials.

I will say that for as much as the ads suck, I really do like the shoes. I bought them for a little extra boost while walking. They are like walking in sand. I also wear them on the elliptical sometimes, depending on my other gym activities that day. (Also, there are some ads with pull out cards for plyo-type exercises to do with the shoes, so I think certain versions are safe for gym use.) Too bad the ads are so tacky.

The ads are totally sexist, Reebok is not selling exercise they are selling the body parts. Agree with the prior posters about sending the wrong message.

These shoes were specifically designed to help tone your legs and butt. How else would you market that other than showing toned legs and butt? I'm not at all offended, though I do think the talking boob one is stupid.
Personally, I work out to have a nice body so..... yeah the first ad did the trick for me We all have butts, and most of us do want our butts to look nice, don't we? It's not like they should have done a commercial showing how good these shoes are for women's brains (other products do that, those products have their own ads), and an ad showing a healthy heart wouldn't have worked as well - after all, we're all talking about this one, aren't we?

"I work out so I can be healthy and look good for my husband"

I feel so sorry for you. You shouldn't be working out to make yourself look "pretty" just for your husband's enjoyment or any other man's.

Same goes for the rest of you in here all "I work out so I can have a nice body." Nice by whose standards--your own standards, or men's? Smart money's on the latter. It must be so hard, going through your lives under the mistaken impression that your bodies exist solely for the enjoyment of other people.

Also, these ads are disgusting.

I dont find them offensive and I think all women strive to look good or else none of this would generate that billions of dollars a year that it does. you wouldnt even be looking at FitSugar if you didnt care.
Also I like the ads - they made you talk about their product didnt they? Ok then they already won.
Plus I want a pair but I don't know if they WORK.

Would you of zoomed in on a man's you know what the way you zoomed in on this woman's breast and butt? I worry about the young woman who have low self esteem and think that this is what they need to look like. Do they really think that if you buy one of your shoes they to will look like this. I for one will never buy one of your shoes again and yes I find it inappropriate and offensive. Is this what our country has come to. Is this what we are trying to teach our young woman that this is what real beauty is. That is why DOVE soap got in right on their advertisements. Real beauty comes from within.

I think that they are kinda sexist, yes, but I still think they are kinda funny, and frank. Being healthy is very important, but I would be lying if I said I didn't want to look good for my hard work, too. I watch what I eat and I work out, and so if a woman is a little jealous of my body, yeah, that would make me a little bit happy, even if that is a terribly sexist and unfeminist thing for me to say. Being healthy and wanting to be noticed in a positive way are not mutually exclusive. That said, I think the second ad with the talking boobs might come across as a little more "girl-talky-empowerment" and a little less creepy-ogler if the voiceover at the end was a woman's voice. The male voice definitely puts the ad closer towards the objectification end of the scale.

Understandably, there are far too many images of skinny, waify women in the media being exposed to girls at a younger and younger age. And yes, i agree with the majority opinion that sex sells. Sometimes, you can't help but elevate your own self worth through the opinions of other people, especially a significant other. It is not sad and pathetic, it is how our society has become, we have become very superficial and value looks above more important traits. But finding confidence in how you look can lead to confidence in other aspects in your life and help improve/refine those other traits that we should really be attracted to.

But I don't think these ads are something to be up in arms about. If you think about it, what is a part of the body women have the most trouble working out? The thighs and butt; it is something most women (no matter their reasoning) want to get in better shape. Yes, in some ways, the ad makes women look as if they are just objects to be admired and looked at; but how many women out there can truly say that their "wonderful" opinion of themselves and their body has absolutely nothing to do with others opinion? You are probably lying to yourself and to others, I'm just saying.

I wouldn't be offended if they were showing models who actually had muscles and if they actually were trying to sell fitness. But as they are, these commercials look like someone shot the footage first and then put as little thought as possible into a product to have to sell as an excuse to show the ads.

Anonymous #19- I feel sorry for your partner.

Just watched the ads.. lame.

The ads for talking boobs is very offensive. I wonder if they think about their line of footwear before putting these ads out there? I have had breast cancer and a double mastectomy due to that fact. They have pink ribbon shoes, then come out with talking boobs. I am pretty sure my reconstruction implants don't talk or for that matter neither did my real ones before I got cancer. Double standards????? PINK RIBBON SHOES...TALKIMG BOOBS...Would like to see how other mastectomy patients feel about your stupid ad!!!!!! Take a survey at a cancer clinic for breast cancer victims. Watching your commercial at a clinic while taking chemo for breast cancer does not seem appealing to me!!! Have a heart!!!

so where can i buy these? haha

Seriously, I won't buy Reebok again. What 18-year-old boys come up with these ads? It speaks volumes about their corporate culture. Reinforcing circa-1950's objectification and instilling body-image issues in a new generation is NOT something to be proud of, especially when they have every opportunity to inspire and challenge modern women to break down stereotypes. shame on Reebok.

The "make your boobs jealous" is an outrage. i would just die if my child saw tht. I think these are fine for late night, but come on I saw thos boobs 3 times between 7-8. I will NEVER buy reebok again. I am more than offended by these commericias they are terrible!

I don't mind the shoes.
I don't mind women trying to look fit or get in shape.
I DO have a problem with this commercial.

It is disgusting. Its sexist.
Women be proud of your body - flaunt what you've got, thats fine, whatever... But don't be proud to be a sex object. Thats disturbing and wrong. It is sending the wrong message.

I have been furious about these ads..I have put it out to my facebook friends and they are responding accordiingly..I will never by another Reebok product because of these ads..is this what it takes to sell merchandise today?? Ridiculous!!! I owed and operated a business for 30 years..not in the same realm of this company but never had to do the slut thing to sell..this is ridiculous Reebok..why..you always had such a great reputation..now..slut vill...I am so mad at you and your way to make money!!!! Jana Jackson

I absolutely find this commercial offensive. I think it's fine to show the woman's toned legs and butt, that's not what bothers me. What's terrible is the commercials run on two premises: A) Women LOVE making other woman jealous. Not only do they use the jealousy gossip angle, but the whole time they're showing you a pair of perfect breasts making YOU jealous. B) Women LOVE when men stare at their body instead of listening to what they say. The girl is talking about how effective these shoes are, the camera keeps pointing down to her ass and she smiles coyly, as if she wanted you to do that all along. The commercials play women off to be emotional chumps, and I really did feel embarrassed about my body afterwards. I was just looking to buy new sneakers, and now I'm specifically avoiding everything Reebok.

All I gotta say is "ladies , please don't take life so seriously that a commercial could offend you. ....just sayin

I am a man, and I find it very offensive to see little boys that could never get laid, get behind a camera to play out their sick fantasies. Misogystic views of women discuss me, that add is a horrible depiction of women, and real men and women need to stand up and fight those commercials, because they are only go to get worst. These commercials are only a begin to the desensitizing of our minds of nude acts, and these commercials aren’t for adults they are for teenage young girls, to lower there self esteem and increase there sexual activity. These commercials promote promiscuity! And some wonder why 1 out of 4 teenage girls have an STD, could it be the four hours a day of television they are watching is full of sexual commercials such as the one Reebok has. My question is when is it going to stop?

For all of you who are truly offended by this commercial, take the turkey leg out of your mouth and get to the gym. Seriously, the human body is a beautiful thing and I for one enjoy these commercials. I am sure that if you had a body like the one in the commercials, you wouldn't be near as offended.

As a 19-year-old female, I am deeply offended by and disappointed in Reebok's decisions to make these commercials. I have feelings of insecurity directly correlating to this commercial, and I have no reason to. I have a beautiful body and I should not have to think I must look like that TV model in order to be "in shape" or "healthy". Shame on you, Reebok. Take the commercial off air.

Frankly, if these commercials make you feel inadequate or offended, the real problem is with you and not with Reebok. The women in the ads are certainly not runway model thin. They have a bit of good muscle tone. Personally, I know I don't look anything like the women in these ads, but I like the commercials and love my body nonetheless.

The fact that these shoes are selling like hotcakes at $100 a pop means these commercials are doing something right.

Email Reebok to tell them what you think: corporate@reebok.com

This advertising campaign may work in the short-term for women with low self-esteem, but I think it will tarnish Reebok's reputation in the long run.

I will never purchase Reebok products again.

You people are whats wrong with the world today. "Oh MY GOD that is so offensive, ahhhhh!!!" What is offensive about an attractive woman, maybe thats not you, tough. I am not the most attractive man in the world, I am out of shape, but I am not offended when I see Calvin Cline underwear adds. Sex does sell, sorry. In fact the only reason I came across this is I was searching to see if they make these shoes for men, they don't. Now by all of your rationale I should be pissed off that Reebok is sexist, like men don't care about how they look...
Have a nice day, and get over yourselves.

Thank goodness I am not the only one. I was interested in the shoes until I saw the ads. I was deeply offended. I will not buy this product! I agree that this tactic is similar to companies like victoria secret who market women buy offering them a chance at the lustful attention on men and jealously of women. Do you think VS is seriously just trying to sell panties? No! they sell sex or more so sex appeal) We can not continue to allow these companies to get away with this making grand profits at our expense. Thank You for this post!!

I work at a store that sells these shoes, they sold out immediately and are in high demand. I want a pair for myself based solely on the commercial, I want to look like that, what woman seriously wouldn't? I find many many commercials more offensive than this. Viagra, Carl's Jr, even the Yazmin commercials. Good job Reebok!!