For some, rollerskates ruled. For others, rollerblades were rad.
But for a certain age group, the only way to roll was Heelys — sneakers with retractable wheels in the heels.
For those, we can thank Roger Adams.
The late inventor spun a dark time into rolling footwear that inspired joy — and made him a millionaire, per The New York Times.
Even if you’ve never worn Heelys, you’ve likely seen kids — and adults — gliding along, wind in their hair.
Wheels of fortune
Born to roller rink owners and roller skating at nine months old, Adams’ wheeled future was perhaps foretold. But after a brief stint in the skating industry, he would become a psychologist.
Years later, divorced and hating work, Adams took joyful inspiration from the roller skaters, skateboarders, and cyclists on a California boardwalk. A tinkerer, he took to a friend’s garage, chopped the heel off a sneaker and jammed a rod with a skateboard bearing through it.
After several tweaks and falls, Heelys were born in 2000. They quickly sold out and became a pop culture craze.
- Wired praised Heelys as “the next step in personal mobility” in 2001.
- Initially designed for kids, adults also enjoyed them, with Usher and Shaquille O’Neal helping the buzz.
- In 2004, 697k pairs were sold and in 2006, the company went public.
- Despite doubts that the fad would last, by 2008, sales hit 7.6m.
- Malls and schools banned Heelys, citing safety concerns, though the company countered that they were safer than other activities.
- Adams sold $26m in stock in 2006, and left the company in 2009.
Let the good times roll, again
The nostalgia pendulum swung back for Heelys.
- Social media posts feature adults rediscovering their love for Heelys and a new generation rolling for the first time.
- White Castle, home of the slider, launched a branded pair last year.
- Priced around $70, they’re still sold in over 30 countries.
While Adams has rolled on to greener pastures, his words inspire the tinkerer in us all. “Follow your dreams and roll the dice. There are plenty of doors that are shut; find a way to open one.”
Now where are my old rollerblades?
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