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Eva Mendes Is Reebok's New EasyTone Ambassador

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Eva Mendes has a new gig!

The sexy actress has signed on to hawk Reebok's EasyTone shoes.

Eva said of her toning kicks:

"I feel better when I’m in good shape, and that’s what I like about Reebok EasyTone - it gives me a little extra as I go about my daily activities. Between long days on the set and travel, it’s not always possible to get a full workout in, so I have to make the time I have count. As an actress, being fit is important, and EasyTone is my great secret!"

We're bet they are.

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Helena Christensen Shows Off Her Toned Physique

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Supermodel Helena Christensen was looking great in Madrid on Friday.

Decked out in head-to-toe Reebok gear, the 41 year old was there to promote the fitness brand's EasyTone shoes.

If that's her secret to keeping so fit, we'll take one in every color!

[Image via Mavrix Online.]

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Is Kim Kardashian Cheating On Reebok???

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Bring on the dramz!

On Monday, Kim Kardashian and momager Kris Jenner announced they're partnering with Skechers Shape Ups for a new campaign.

But, and that's a big but (ha!), Kim may find herself in legal trouble with Reebok since she once promoted their version their athletic shoe, the Easy Tone, on her website last year.

Kim wrote on her blog back in June of 2009:

"Kourtney, Khloe, my mom and I went to a very cool Reebok party the other day. It was the launch party for Reebok's Easy Tone shoe's… [B]asically it works your leg and butt muscles as you simply walk…We wore them all night!"

It's also believed she was paid $10,000 to tweet about them in December:

Heading 2 the gym! Got my @Reebok EasyTones on! LOVE THESE! Go get 'em at @Dickssportcmo

So does that mean Kim should lawyer up?

Not quite.

A Los Angeles based business lawyer says:

"From a legal standpoint, if there's nothing in her contract with Reebok keeping her from endorsing other products, even those that directly compete with ones she's previously endorsed, she's free to lend her name to the Skechers campaign."

And there you have it.

However, it does prove the Kardashians will promote anything thrown at them.

[Image via Getty Images & WENN.]

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Nike Slams Butt Toning Shoes

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Jealous much?

Vice President of Nike, Eric Sprunk, took time out from his speech to investors to blast Skechers Shape Ups and Reebok's Easy Tone shoes. Sprunk jokingly said:

"Wouldn’t it be great if we could make a pair of shoes that made your butt smaller, made my gut look smaller, make your muscles look a little bit bigger, just by putting them on and wearing them around and stuff, walking in them? Nobody can do that. I was just teasing."

But it looks like Skechers and Reebok are the ones getting the last laugh because sales for the butt toning shoes are soaring!

In 2008, toning shoes only made about $17 million annually. Over the course of a year, they're now raking in $145 million.

Dayum!

Nike hopes to rival the Easy Tones and Shape Ups with their own Free brand, which has been around for 5 years, with a re-launch this fall.

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