Washington ( CNN ) -- For overweight Americans , and those looking for a healthier lifestyle , the claim was almost too good to be true -- wear Skechers Shape-ups footwear and watch the pounds melt away . At a news conference Wednesday , the Federal Trade Commission said the shoemaker 's claims were n't true and alleged Skechers violated federal law by misleading consumers . According to the FTC , Skechers agreed to pay a hefty $ 40 million fine to settle charges the California-based company deceived consumers by making `` unfounded claims that Shape-ups would help people lose weight , and strengthen and tone their buttocks , legs and abdominal muscles . '' The company enlisted high-profile celebrities Kim Kardashian and Brooke Burke to sell the shoes . Besides Shape-ups , Skechers also made deceptive claims about other products including Resistance Runner , Toners and Tone-up shoes , the FTC alleges . `` Skechers ' unfounded claims went beyond stronger and more toned muscles . The company even made claims about weight loss and cardiovascular health , '' said David Vladeck , director of the FTC 's Bureau of Consumer Protection . As part of the settlement , customers who bought Skechers `` toning '' shoes will be eligible for refunds either directly from the FTC or through a court-approved class-action lawsuit , officials said . Wednesday 's announcement was the culmination of a months-long investigation involving the FTC and attorneys general from 44 states and the District of Columbia . FTC officials highlighted a Skechers television ad featuring the endorsement of chiropractor Dr. Steven Gautreau . In the ad , Gautreau cited an `` independent '' clinical study he conducted testing the shoes ' benefits . The FTC said the study results Gautreau promoted were n't factual , and alleged the company hid the fact that Gautreau is married to a Skechers marketing executive . The FTC also said Gautreau was compensated for his endorsement , which was n't made clear in the commercial . Skechers introduced Shape-ups in 2009 , and sales peaked a year later . The FTC called Skechers an industry leader in the booming business of toning footwear . Estimated sales were close to $ 1 billion industrywide in 2010 , the FTC said . The toning shoes Skechers sold cost between $ 60 and $ 100 a pair . As part of an expensive campaign to promote the fitness benefits of Shape-ups , the company unveiled a scantly dressed Kim Kardashian peddling the shoes during the Super Bowl in 2011 . Brooke Burke 's ads claimed the shoes would help improve her cousin 's posture , mother 's legs and give her brother a tighter core . Additionally , Burke 's ad told consumers `` the newest way to burn calories and tone and strengthen muscles was to tie their Shape-up shoe laces , '' the FTC said . `` The FTC 's message , for Skechers and other national advertisers , is to shape up your substantiation or tone down your claims , '' Vladeck said . Under the FTC 's settlement , the company is barred from any advertising making similar claims unless it 's backed up by scientific evidence . What Skechers plans to do with the Shape-ups brand remains to be seen . An ad featuring Burke touting `` the next generation of Shape-ups '' remained on the company 's website Wednesday morning . According to the FTC , the commission files a complaint when it has `` reason to believe '' that the law has been or is being violated . The FTC says despite Skechers agreement to pay a fine , the complaint is not a court ruling or an admission that the company violated any law .
FTC official : Skechers ' claims `` went beyond stronger and more toned muscles '' They also said shoes would help `` weight loss and cardiovascular health , '' official says . Customers who bought Skechers `` toning '' shoes will be eligible for refunds . Sales of toning footwear approached $ 1 billion industrywide in 2010 , FTC says .