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Heelys New Athletic Design, Swift. MSRP $64.99 And Up. (Photo: Business Wire)

After much anticipation, U.S.-based Heelys, Inc. (NASDAQ: HLYS) has released its fall 2012 line, officially debuting its new styles. Customers can purchase them through Heelys’ online shop, as well as through popular online retailers, such as Zappos and Amazon. The fall line includes two new designs that are drastically different from previous Heelys models: an athletic design that is the lightest Heelys yet and a lifestyle design tailored specifically to girls.
Heelys new athletic design, Swift. MSRP $64.99 and up. (Photo: Business Wire)

Heelys new athletic design, Swift. MSRP $64.99 and up. (Photo: Business Wire)

“We’re excited to add these revolutionary new styles to the Heelys product line,” said Tom Hansen, Heelys CEO. “For fall 2012, we wanted to create new designs that add greater diversity to our current offerings, while updating our classic designs that our Heelys customers know and love.”

The new athletic design – Swift – was created with a compression molded EVA midsole, as opposed to the rubber cup sole with which Heelys are typically made. This allows the shoe to be incredibly lightweight, while allowing for greater flexibility with choosing the color and the shape of the midsole. Strategically placed rubber tread enhances the design while allowing for maximum grip. MSRP is $64.99 and up.

“Swift is one of my new favorite athletic designs. It’s a lightweight, cool-looking shoe with serious skating capability. It also features a multi-layered synthetic mesh that really lets the shoe breathe, as well as our classic FATS style wheel for smooth skating,” said Rick Groesch, Heelys chief commercial officer.

The new lifestyle-based designs were created specifically with girls in mind. These shoes feature a raised heel, providing a little extra height for the wearer and giving a versatile look that goes great with skirts, shorts or jeans. MSRP for the new Heelys lifestyle products is $64.99 and up.

“One of the new lifestyle designs we’re most proud of is Socialite. We based our inspiration on the classic Mary Jane look, adding in some nice finishing touches like flower-shaped buckles, contrast stitching and patent leather accents,” said Groesch. “It’s the first shoe we’ve designed exclusively for girls from the ground up.”

The new styles are all single-wheeled Heelys, which are ideal for more experienced skaters, such as tweens, teens and adults. For the younger crowd, the fall line also will include several new HX2 designs, the double-wheeled Heelys that are ideal for beginners.

Each HX2 shoe has two removable wheels for better balance and control, making it an ideal choice for less experienced skaters. In addition, the HX2 models do not require as much leg strength, which allows younger users to lift their toes more easily and skate more comfortably. Like one-wheeled Heelys, the wheels in the HX2 models are completely removable. After wearers become more accustomed to skating, HX2 models can be converted into a regular pair of Heelys by removing one of the wheels. Pop out both wheels and the HX2 becomes a regular street shoe.

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. The company also offers Heelys HX2, which 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. Connect with Heelys on Facebook,, YouTube,, or

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.

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