Marketing Mix

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curved sole athletic shoes that instantly puts the 5foot 2inch wearer to a much elevated eye-level. These shoes were developed and marketed by Skechers in 2009 as an athletic shoe that can be used to tone certain muscle groups when walking, during low impact exercises or various calisthenics (Mahalo, 2011). This product was developed to feel as if the user was walking through sand. With such an 'innovation' to the shoe market, Skechers was able to shock the consistent sneaker designs with this product. It focused on the Shape-ups features, benefits, and design. The features are obvious; a rather large bulbous sole allows the user to rock from the heel to the toes. This movement simulates a more stringent walking pattern which in turn allows various muscle groups to function at a higher or more stimulated level than the average athletic shoe. The benefit of such a design is the ability to shape the core and lower body at a faster pace, with further emphasis on the ...

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