Sequential Brands adds new Heelys activewear category

By

Cassidy Mantor

Published
Jun 29, 2017

Sequential Brands has announced it is adding a new category of kid's activewear for its Heelys lifestyle brand through a long term licensing deal with Sugar Plum NY.

The first children's activewear will launch in 2018. Girls will launch first in the spring with leggings, capris, shorts and skorts, tanks, tees and hoodies. Boys product will launch in the fall in time for holiday.

Heelys was founded in 1999 and targets children and teens. The brand made a statement as people wearing the shoes could skate on built in wheels in the heels of their shoes and roll instead of walk or run. The core product is a patented shoe with removable wheels that goes from skate shoe to regular sneaker.

While Heelys had a moment when it was initially introduced to the market, it has fallen behind core athletic brands as the athleisure trend locked in place. Sequential Brands has helped reinvigorate the brand over the past four years through accessories licensing. The children's activewear line is the brand's newest hope for success.

"We believe the brand is well positioned for continued growth, and this new launch will further strengthen Heelys as a lifestyle brand in the global market," said Chad Wagenheim, EVP, Strategic Development at Sequential.

Sugar Plum NY will debut the new Heelys Activewear collection at its booth at Children's Club in New York on August 6-8 at the Javits Center. It will then head to Magic in Las Vegas from August 14-16.

Heelys footwear will show at FN Platform in Las Vegas taking place at the same time as Magic.