In 1999, Roger Adams came up with the idea of putting a wheel in the sole of a shoe. Watching 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! He created an entire category from scratch with its unique and innovative products. There is a removable wheel in the heel, transforming the shoes into stealth skates and giving its users the freedom to seamlessly transition from walking or running to skating by shifting their weight to their heels. Heelys let you take life at your own pace. With the wheels out, the stylish designs perform and look just like any other shoe. When you easily put the wheels in, you roll at a different speed. Heelys are about exploring your freedom, unleashing the fun and empowering you to be fearless.