Skechers skewered for adding secret Apple AirTag compartment to kids' sneakers — have we reached peak obsessive parenting?

New York Post

a day ago

Helicopter parenting just got a hardware upgrade.
Skechers has launched a new kids' sneaker line — 'Find My Skechers' — with a covert feature that's raising eyebrows: a hidden compartment under the insole, tailor-made for an Apple AirTag.
This unexpected feature allows for 'easy tracking and comfort of mind,' the brand's product page boasts.
'Hidden compartment under the heel of the insole has a screw-tight cover that comfortably hides the AirTag. Apple AirTag and screwdriver not included.'
4 On paper, it's a smart fix for misplaced sneakers. In reality? It's a stealthy way to keep tabs on the kiddos — igniting a digital dust-up over whether it's parental peace of mind or toddler-tailgating gone too far.
SKETCHERS
From the outside, these Skechers are indistinguishable from the regular line — no branding hints at the AirTag hiding inside.
The compartment's screw-on lid keeps the tracker secure, safe from curious toddlers (and would-be pocket thieves). Sizes run from toddlers to eight-year-olds, with prices starting at $52 — AirTag sold separately.
In theory, it's a clever way for parents to locate lost shoes. In practice? It's a way to track their kids without them knowing — sparking an online brawl over whether this is parental peace of mind or pint-sized surveillance.
In a video posted to TikTok by @brutamerica showing the new sneakers, commenters were split between safety and Big Brother fears. 'This could end badly or good,' one wrote.
Another argued, 'There's too many kids that go missing without a trace to worry about normalizing tracking above the safety factor. If the world was a safer place we can talk about the problems of normalizing tracking all day… but it's far too dangerous to worry about that.'
'This is actually smart,' chimed in someone else.
4 Reactions ranged from praise for the safety benefits — especially for kids with special needs — to blunt rejections and warnings that the shoes veer into creepy, Big Brother territory.
SKETCHERS
'I'm more worried abt the AirTag's ability to handle all the normal kid activities (running, jumping, etc) while not breaking… damage to the AirTag could really hurt a kid if it's in their shoe,' pointed out someone else.
4 From the outside, these Skechers look like any other pair, but a screw‑lid compartment hidden inside the insole secures an AirTag, with sizes from toddlers to eight‑year‑olds starting at $52 — tracker sold separately.
SKETCHERS
Skechers isn't the first brand to embrace AirTag accessorizing, but the shoes may be the most discreet option yet.
Still, critics see them as a step toward normalizing constant tracking — until we're all wearing GPS-ready clothing by default.
Or, as one Bluesky user summed up the mood: 'Why have relationships when you can have dictatorship?'
4 Some social media users are seeing lifesaving potential with the new Sketchers, while other critics are fearing that this new feature normalizes constant surveillance.
Gulnaz – stock.adobe.com
In other words: We've gone from 'Be home by dinner' to 'I know exactly where you are — and so do your shoes.'
As previously reported by The Post, rising parental anxiety has already fueled 'next-level helicopter parents' — some tracking their college-age kids, calling RAs and even contacting professors.
Experts warn that this constant monitoring, however well-intentioned, can stunt independence and resilience, making it harder for young adults to navigate life on their own.