Skechers class action alleges misleading fitness and comfort claims

Skechers class action overview:

• Who: Plaintiff Ellen Liss has filed a class action lawsuit against Skechers U.S.A. Inc.
• Why: She claims Skechers misled consumers with false advertising about the fitness and comfort benefits of certain shoe models.
• When: The Skechers class action lawsuit was filed in Washington federal country.

A new class action lawsuit accuses Skechers U.S.A. Inc. of deceiving customers by promoting its shoes as offering health and fitness benefits not supported by evidence. 

The case, brought by lead plaintiff Ellen Liss, was filed Sept. 22 in Washington district court on behalf of a proposed nationwide class of consumers.

According to the complaint, a Skechers marketing campaign portrays its shoes as capable of “toning muscles, improving posture, and enhancing physical fitness through normal wear,” a statement Liss claims is “false, misleading, and likely to deceive reasonable consumers.”

She argues that Skechers “possessed no reliable scientific evidence” to support its claims and that customers paid premium prices for shoes that failed to deliver the promised health benefits.

The plaintiff further alleges that Skechers “reaped substantial profits from deceptive marketing campaigns” that relied heavily on celebrity and influencer promotions. 

According to the class action lawsuit, Skechers “used nationally recognized athletes and entertainment figures to amplify the illusion of scientific legitimacy,” with marketing imagery featuring toned, active models and celebrity endorsers promoting the shoes as fitness tools. 

These ads were pushed across television, print, and social media platforms — particularly Instagram and YouTube — where Skechers allegedly targeted health-conscious consumers with unverified claims, the class action asserts.

Liss seeks injunctive relief, punitive damages, and class action certification on behalf of all affected buyers.

Class action: Skechers continued deceptive marketing campaign despite internal reviews

Liss’ complaint alleges that Skechers’ marketing was part of a deliberate strategy. “Rather than correct its misleading representations, Skechers continued to emphasize claims of physical transformation, even after internal reviews raised questions about the accuracy of its messaging,” the lawsuit states. 

The plaintiff argues that Skechers’ continued use of these tactics, even after prior scrutiny, demonstrates “a willful disregard for truth in advertising standards.”

Furthermore, she alleges Skechers used paid online personalities to share “before-and-after” testimonials and staged fitness posts. These promotions, the plaintiff says, gave consumers the impression that real users were experiencing verified fitness results, when in fact the posts were part of a coordinated marketing effort managed by Skechers.

The Skechers class action lawsuit claims violations of the Washington Consumer Protection Act (RCW 19.86), the Magnuson-Moss Warranty Act, breach of express and implied warranties, and unjust enrichment, along with any other equitable remedies the court deems appropriate.

Another popular footwear company, Keen, is facing allegations that it advertised fictitious regular prices and corresponding false discounts on products sold through its website.

Have you ever purchased Skechers shoes that you believe promised posture or fitness benefits? Share your experience in the comments.

The plaintiffs are represented by Kimberly A. Stephens of Stephens & Barnes LLP.The Skechers class action lawsuit is Liss v. Skechers U.S.A., Inc., Case No. 3:25-cv-05861-TLF, in the U.S. District Court for the Western District of Washington.

Read About More Class Action Lawsuits & Class Action Settlements:

• Yamaha class action claims company failed to deliver promised free e-bike battery
• Tesla recalls 63K Cybertrucks due to overly bright parking lights
• VinFast class action claims EVs charge at significantly slow rates
• L’Oreal class action alleges La Roche-Posay sunscreen SPF overstated