A New Sport Is Born: Heelys Creates ‘Freeboarding’ with Invention of Nano

Enlists Help of Local Freerunning Athletes

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Heelys Nano 2010 holiday commercial

CARROLLTON, Texas--()--U.S.-based Heelys, Inc. (NASDAQ: HLYS), the creator behind the popular shoe with a removable wheel in the heel, has introduced a product so revolutionary that it’s already defining a new sport. ‘Freeboarding,’ as it’s called, has been building momentum ever since Heelys released the Nano™ in August.

Developed in-house by Heelys and released in early August, Nano™ creates a hybrid skate system by working with Heelys to create a stable platform for the front foot, allowing the user’s rear foot to build momentum, carve sharp turns, and perform a wide variety of tricks.

It’s this unique combo of skating and running that allows the user to freeboard through an environment, using obstacles and the landscape as creatively as possible. Borrowing elements from both skateboarding and freerunning, the Nano™ enables the user to roll and build speed, while the free foot allows for vaulting over obstacles and tumbling without the need to hold on to the board in order to stick the landing and continue skating.

Freeboarding was first introduced when Heelys began to test the Nano™ and train skaters for events. Due to their exceptional athleticism and balance, a majority of the candidates selected were freerunners. As they became more adept at skating, the freerunners naturally began to incorporate their own moves, giving birth to freeboarding.

Twin brothers Jonathan and Thomas Tapp, two of the first freerunners to test the Nano™, were eventually selected to perform in the upcoming Heelys Nanoholiday commercials. Based in Dallas, TX, the Tapp brothers began their careers as professional freerunners at the age of seventeen, regularly providing stunt work for movies and commercials. After catching the eye of Heelys CEO Tom Hansen, they were approached by Heelys in 2009 to test out the Nano™.

“When Heelys first explained what the Nano™ was to us, we were stoked to try and incorporate some of the skills we’d already developed through freerunning and parkour,” said Thomas Tapp. “As it turns out, freeboarding is a great way to pull off some insane tricks. Plus, you can get around really quickly while still maintaining a lot of control.”

To highlight the different aspects of freeboarding and to show off the Nano™ in new and creative ways, the Tapp brothers have begun to post a “Clip of the Week” video via www.tappbrothers.com. Having already posted clips the last two weeks, the Tapps will post a new clip every Friday throughout the holidays. Fans will also be able to learn more about the Nano™ from the Heelys Facebook page or from www.heelys.com.

To view the Nano 2010 holiday commercial go to: http://www.youtube.com/watch?v=Qw3Fvf6pNAI

Log on to http://www.Heelys.com for products, videos and how to guides. Follow Heelys on Facebook - http://www.facebook.com/Heelys, Twitter - http://twitter.com/Heelysworldwide and YouTube - http://www.youtube.com/Heelysworldwide.

Heelys, Inc. is a company founded on innovation. It designs, markets and distributes its action sports-oriented products to the youth market under the Heelys® brand. The company’s primary product, Heelys wheeled footwear, is a patented dual-purpose skate shoe that incorporates a stealth removable wheel in the heel. Its new product, Heelys Hx2, uses two wheels for better balance and control, making it ideal for younger users. Heelys’ third offering, Nano, ramps up the Heelys experience by giving skaters a board that links into the patented Heelys shoe bracket. This allows them to skate farther, faster and longer than ever before. Instructional videos on how to get started can be found at http://www.Heelys.com/.

Note to Editors: High resolution photos are available upon request.

Forward Looking Statements

Certain statements in this press release and oral statements made from time to time by representatives of Heelys are “forward-looking statements” for purposes of the safe harbor provisions of The Private Securities Litigation Reform Act of 1995, including in particular, statements regarding our guidance, outlook for future events, financial performance, customer demand, growth and profitability. In some cases, you can identify forward-looking statements by terminology such as “subject to,” “believes,” “anticipates,” “plans,” “expects,” “intends,” “estimates,” “may,” “will,” “should,” “can,” the negatives thereof, variations thereon, similar expressions, or discussions of strategy. All forward-looking statements are based upon management’s current expectations and various assumptions, but they are inherently uncertain, and Heelys may not realize its expectations and the underlying assumptions may not prove correct. Heelys’ actual results and the timing of events could differ materially from those described in or implied by the forward-looking statements as a result of risks and uncertainties, including, without limitation, the fact that substantially all of Heelys’ net sales are generated by one product, Heelys’ intellectual property may not restrict competing products that infringe on its patents from being sold, continued changes in fashion trends and consumer preferences and general economic conditions, Heelys’ dependence on independent manufacturers, Heelys may not be able to successfully introduce new product categories, and additional factors which are detailed in Heelys’ filings with the Securities and Exchange Commission, including the Risk Factors contained in Heelys’ Annual Report on Form 10-K. Investors, potential investors and other readers are urged to consider these factors carefully in evaluating the forward-looking statements and are cautioned not to place undue reliance on such forward-looking statements. The forward-looking statements made herein are only made as of the date of this press release and Heelys undertakes no obligation to publicly update such forward-looking statements to reflect subsequent events or circumstances.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6507303&lang=en

Contacts

Heelys, Inc.
Media Relations:
TrizCom
Jo Trizila, 972-247-1369 or 214-232-0078
jo@trizcom.com
or
Company:
Rick Groesch, 972-559-2300
Vice President Brand Engagement

Release Summary

Heelys has introduced a product so revolutionary that it’s already defining a new sport. ‘Freeboarding,’ as it’s called, has been building momentum ever since Heelys released the Nano™ in August.

Contacts

Heelys, Inc.
Media Relations:
TrizCom
Jo Trizila, 972-247-1369 or 214-232-0078
jo@trizcom.com
or
Company:
Rick Groesch, 972-559-2300
Vice President Brand Engagement