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"The toning category is a big success at Finish Line," Sato said in an e-mail. "We see all of our key vendor partners participating Links of London this category--whether they label it as fitness, training or toning. Their involvement gives us confidence in the long-term sustainability." Most of the buyers at Finish Line are women of all ages and older men, he said. Women were twice as likely to own a pair of toning shoes as men at the end of 2009, according. Links of London Black And Gold F riendship Bracelet data from NPD Group; a consumer and retail research firm based in Port Washington, N.Y. One reason is that percent of women are aware of the new type of shoes, while just 37 percent of men have heard about toners. NPD reported that once men wake up to the trend, they own them at about the same rate as women. Not everyone is sold on the hot-selling shoes. Local chain The Running Co., which has stores in Broad Ripple, Fishers, Carmel and Greenwood, isn't carrying them. Bob Kennedy, who co-owns the stores Links of London Black & Orange Friendship Bracelet Ashley Johnson, said he likes to evaluate the effectiveness of products before selling them. So far, he's not sold. "Our business relies heavily on authenticity and trust with our customers and we just don't necessarily believe in the long-term benefit of the products," Kennedy said. "We've just seen study after study that shows no appreciable activity with toning versus normal shoe." Perhaps all the advertisements should carry a warning label: Models did not achieve their buns and calves simply by walking in funny-looking shoes. The gimmick factor is part Links of London Black friendship Bracelet the reason Nike has been slow to produce its own entrant in the category, to the detriment of its athletic-shoe market share. A Nike spokesman told Reuters recently that "the best way to tone is to train.