HEELYS   |   Info


The Heelys vision is to inspire kids to be active, explore their freedom, unleash fun and be fearless.

In 1999, Roger Adams came up with the idea of putting a wheel in the sole of a shoe. 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. Remove the wheels, and the shoe performs just like any other shoe. For kids, Heelys aren’t just shoes. Heelys are an attitude.

Along with our creative partners at Popkitchen, we were brought into support Sequential Brands Group on a redesign of their newly acquired Heelys brand. With Heelys, our goal was to re-imagine and build upon the brand’s fun and youthful mission. Shoes that double as skates? Yes, please. We worked hand-in-hand with our creative partners and an abstract digital artist to create a colorful exoskeleton of wheels. By introducing clean, modern typography and playful copywriting, we successfully transmitted the brand’s unique energy to its visual appearance.

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  • CLIENT        Sequential Brands Group

  • ROLE           Art Direction & Design

  • AGENCY       Popkitchen Co