Heeling Sports Limited started in 2000 as the parent company to the brand responsible for its existence - Heelys shoes.

The concept of shoes with a wheel in the sole was pushed forward by the company's founder and the creator of the Heely, Roger Adams.

However, from 2009 onward, Heelys have lost much of their popularity from declining sales, inventory issues and safety concerns (especially among children).

[citation needed] On August 31, 2021, Heelys' parent company, Sequential Brands, filed for Chapter 11 bankruptcy protection.

[1] On September 25, 2002, the agreement to purchase Soap and all of its assets from the recently bankrupted company In-Stride was signed by Heelys CEO, Mike Staffaroni.