Reebok launched its EasyTone shoe in 2009, targeting busy Generation X women. EasyTone claims to tone muscles through its unstable sole design. It has been Reebok's most successful new product in years due to its attractive design and competitive $100-110 price point. EasyTone currently holds 6% of the growing fit shoe market and is expected to double its sales by 2012 as it expands into men's sizes.