A new craze has invaded the morning and evening walks in Rio de Janeiro: the shoe that tones the leg muscles and buttocks while exercising. One of the devotees of the trend is the MTV host Ellen Jabour. In her wanderings along the shore in Rio, she has been drawing attention for her shapely legs and, of course, the tennis shoe with the magical effect.
Reebok started to invest in this area in 2009 – the market was dominated until then by the American brand Skechers – creator of the model EasyTone. The chief innovation officer of Reebok, McInnis, a former NASA engineer, based on the principle of the balls used for the practice of Pilates to create an instability in the sole, thus forcing the muscles to work harder. After Reebok, other footwear giants such as New Balance, also joined the technology to develop the so-called athletic shoe.
Another one who tested the new fashion was the model and girlfriend of singer Latino, Rayanne Moraes, on a traditional jog on the boardwalk of Copacabana. “The shoe is comfortable, but felt some muscular effort to keep me upright. It seems that the more muscle is stimulated, “he says. “Everything goes to potentialize the effects of exercise, as longe as the accessory has a nice design that is fashionable, right?” She adds.
And not just the famous people are enjoying the novelty. The travel agent Paula Bernardi, 43, is also adept and guarantees that she have felt a difference. “With Carnival here, I decided to exercise more and I started walking with a model of shoes with this technology. On the third day, I felt the leg muscles sore, as if i had done gymnastics, “she says.
Other products also follow this line of ‘miracle’. Mortal enemy of all women, cellulite is about to have its days numbered with clothes that help in blood circulation. And it has everything from underwear to clothes shaping fitness, as the newly launched online Redtech winter 2012, the trendy designer Track & Field. Parts made for working out are produced in tissue technology.
According to Elizabeth Haidar, marketing manager of Rhodia Fiber, yarn fabric is composed of bioactive mineral crystals that emit infrared rays and interact with the skin in contact with clothing. “This property improves skin elasticity and smoothness, reduces muscle fatigue and the signs of cellulite,” she says. But even so, you must have discipline.
“In the fight against cellulite, it is recommended to use the clothes for at least six hours daily for eight weeks,” says Elizabeth