In 1999, Roger Adams came up with the idea of putting a wheel in the sole of a shoe. He rode his first pair of roller skates at 9 months old and the love of the sport stuck with him. When he lived in Huntington Beach years later and watched kids zoom around on their skateboards and rollerblades, he realized there must be something new. He cut open a pair of sneakers, inserted a skateboard wheel, and Heelys were born! Today, Heelys are patented products that feature a removable wheel located in the heel, transforming the shoes into stealth skates and giving users the freedom to seamlessly transition from walking or running to skating by shifting their weight to their heel. When the wheels are easily removed, the shoe performs just like any other shoe.

The Heelys vision is to inspire kids to be active, explore their freedom, unleash the fun, and be fearless. For kids, Heelys aren’t just shoes. Heelys is an attitude, a way to express themselves, push their own boundaries, and experience the world around them in a truly unique way. Heelys encourages kids and people of all ages to explore their world and lead active and healthy lifestyles through the benefit of movement; whether it’s through walking, running, or skating. With Heelys, it’s your choice. Heelys dares its wearers to be themselves and encourages them to make their own place in the world!