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. 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.