Helping Women Get Their See Legs

I have to admit it's a pretty slick ad campaign: the TV spots Reebok is running 3,000 times in November and December for its new EasyTone shoes all feature Victoria's Secret--worthy models showing off their assets, and the camera never lingers too long on the less-than-sexy sneakers that supposedly helped these women sculpt their perfect bodies. The tagline: "Better legs and a better butt with every step."

Reebok is the latest shoemaker claiming to be able to tone a woman's body by making her feel unsteady on her feet. The idea is that built-in instability--in the case of EasyTone, two bulbous...