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 his unique and innovative products.  Heelys are about exploring your freedom, unleashing the fun and empowering you to be fearless.