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Library/Product/Heelys
Grade B18 sourcesHIS-01632

Heelys

Product · 2000 · Notable

41Editable slideCertificate

Heelys shipped 6.5 million pairs in 2007 before sales fell amid excess retail inventory.

A pair of red, black and grey Heelys, including an upturned shoe showing its sole.
Heelysworldwide, CC BY-SA 4.0
Current Heelys Pro 25 wheeled sneaker in purple and cream; this is not the original launch model.
Heelys
Childhood passion growsinto pop culture craze
NBC News

Spread Score

How it works
ReachNo data yetContagion35Breadth40Velocity0Longevity9041

Numbers

Peak proxy date
By end of Jun 2007
Dec 2000 to By end of Jun 2007
Platforms
5
Started on Retail
Leverage
24×
$188.2M on $7.9M media spend

Mechanics

  • Visible in usePrimary
  • Maker origin
  • Scarcity drop
  • Platform jump
  • Controversy

How it spread

Trace the origin

Heelys reached stores in December 2000. Public demonstrations, screen appearances and paid TV carried the wheeled shoes beyond skaters. The company reported its biggest quarter in mid-2007, then faced excess retail inventory and falling shipments.

Proxy date; not a directly measured attention peak. Dates use the stated precision; chart positions are date anchors.

Google searchesDec ’99Jan ’01OctAug ’03Feb ’06Jul ’07Jun ’08Aug ’10Jul ’13Mar ’17Jun ’20Nov ’21Peak proxyRetailPressBox officeTVOpen web
RetailPressBox officeTVOpen web

12 more events on this chart

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Timeline (15)

  1. September 2000

    Heeling Sports Limited precursor · Sep 2000

    Heelys demonstrated prototypes at the Action Sports Retailer trade show before taking retail orders.[1]

    Open the first post ↗

  2. December 2000

    Heeling Sports Limited seed · Dec 2000

    Heelys entered US stores in December, including a Journeys holiday test recalled by its former CEO.[1][2]

    Childhood passion growsinto pop culture craze

  3. July 2001

    Heeling Sports Limited / Pyro owner response · Jul 2 ’01

    Heelys awarded Pyro its seven-figure advertising account, Adweek reported.[3]

  1. press · Dec 1 ’01

  2. platform jump · 2002

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Why it worked

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Origin
Mixed
Sector
Fashion & accessories
Region
US
Reported figure
—
Evidence
Grade B

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