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The shoe company Skechers will have to pay up to $40 million dollars to settle charges with the Federal Trade Commission. Skechers brand lied to consumers saying that the shoes will help tone your butt and thigh muscles, and showed weight loss. The company hired fit, shapely spokesmodels, including Kim Kardashian and Brooke Burke, to promote its ‘toning’ shoes, with its rocking sole. Kim Kardashian hot ad campaign premiered in superbowl of 2011 which brought tons of attention to the company’s shoe.