Heelychat, the forum for heelys, the shoes with wheels - View topic

*Last edited by Slicer on Mon Aug 27, 2007 2:29 pm; edited 2 times in total*

[Edit: I don't take anything back. I do, however, encourage people reading this post to read the whole thread.]

I don't usually do this sort of thing to companies who produce things I like, but it's ultimately better, and a favor to the company, to get this out in the open than to quietly accept this kind of stupidity.

As in my last line-by-line, I'll try to avoid hard profanity and excessive nastiness. It won't be easy, because the potential here is a hell of a lot worse. People pretending to be doctors can put whatever they want on the Internet and it'll change little- in the end, if anything kills HLYS, it's going to be HLYS.

Buzzwords and pointless marketing-speak will be highlighted in red. If you're going to C&P this elsewhere, please make sure you get those.

> Dallas-based Heelys, Inc. (NASDAQ: HLYS) researched the latest trends and commissioned leading freelance designers Jim McGrath and Eli Haarlander, formerly of Quiksilver and Disney, to create a revolutionized line of apparel to go along with the popular Heelys skate shoes for the 2007 back-to-school season.

Okay- I don't know who Jim McGrath, Eli Haarlander, or Quiksilver are, and I'm not going to bother Googling for it. This sentence is fine. A lot of us have wanted good Heelys-brand wear for a long time.

> The line, comprised of tees, hoodies, caps and backpacks, includes strong design elements like graffiti-style logos, metallic treatments and distressed screen-printing.

Sounds good. You know textile graphics. Nothing to complain about here, but it sounds like an appropriate time to mention the stealth aspect of Heelys (particularly in schools), so Heelys-brand backpacks sound a bit counterintuitive.

Who am I kidding, though? I'd go biking with a backpack like this.

> Coupled with the upcoming launch of Heelys' non-wheeled shoe, "The Gamer" that embraces the popularity of video games,

WHAT THE HELL IS WRONG WITH YOU?! Looks like someone forgot his helmet and did half-flips a few too many times. Some of us on this board have seen these damn things. The majority of us who did thought it was some sort of bad joke. Did you do ANY market research at all- ANY- before you came up with that? How much cocaine do you have to shove up your nose before that sounds like a smart idea? What do you think some kid, thinking he's getting real Heelys for Christmas, is going to say when he finds these things under the tree?

Kid: *unwrap* *unwrap* Hey! HEEELYS! YAYAYAY! *opens box* What. Is. THIS? Where's the wheels?

Mom: "No, honey, we thought that'd be a bit too dangerous. But it's got a videogame controller on the bottom, you like video games, right?"

Kid: *shocked silence, tears, either a hasty trip to the store or permanent scarring and mistrust of parents for life*

HEELYS' MARKETING DEPARTMENT: RUINING CHRISTMAS SINCE 2007!!

> Heelys' new back-to-school lines deliver the variety that consumers demand.

Where in Satan's black inferno are you getting these consumer demands? It sounds to me like you're just shotgunning it and going with what sells. I hope this is the case. That means when the really stupid ideas fall flat, you'll abandon them and not throw even more good money after bad.

> "The market is widely diversifying for teens and tweens," said Heelys, Inc. Vice President of Marketing Jim Peliotes.

Jim, are you familiar with your product line? Study the Evolution and Big Deuce carefully, Size 11 with Large wheels. You may have to describe them to your proctologist.

I'd use my Size 11 Torch, but if I lose that I can't get another one, because to the consternation of your team (remember them?) and the larger-footed, more serious purchasers (remember us?), you don't make anything like that style anymore...

> "Retailers are creating inventive ways to grab their attention.

Yeah, that's exactly what we need. More bells, whistles, and high-pitched marketing squeals. That'll totally make this not look like a fad. *wipes sarcasm off lip*

> Our product design and development experts have proven experience doing just that. With these cutting-edge designs, added to the newest Heelys styles, the Heelys brand will reach more consumers than ever before."

Yeah, because that's what really works. That'll really reach all the kids out there who tried out Heeling once, failed, and never tried again because no one could teach them how.

Let me make myself clear here: It's not the designs that are the problem. The whole partial-big-logo-in-back design is actually decent looking. The Hurricanes, Grind This, and Rails are popular on this board.

It's just that you're throwing more marketing-guru BS around instead of bothering to study your actual market.

> Heelys empowered McGrath and Haarlander to make this year's back-to-school line more edgy

Rolling Eyes

Oh boy, the MTV approach. That'll really work here. Rolling Eyes

> among today's young shoppers to maintain visibility

Maintain visibility? You've got kids who can glide along the floor, you're the only real manufacturer of the shoes that can do that, and you think that the way to maintain visibility is to put your logo all over everything?

Do you have any idea what it is you sell?

> amid recent trends in the teen and pre-teen market. Those include:

> -- "Crest," a Heelys logo in gel ink with heraldic background for both boys and girls

Never seen it, I'll reserve judgment.

> -- Skater-specific designs such as classic fit long-sleeved shirts, "Kobayashi" and "Propulsion"

Never seen them, but "Kobayashi" better live up to the name. Getting those long-sleeved shirts out there in time for fall is very good timing.

> -- More feminine, design-intensive shirts like "Blossom" and "Paisley"

Oooh, I smell failure in the works. How many actual Heeling girls have you consulted? Y'know, like the ones on this board?

> -- Boys and girls backpacks made with exclusive 'wheel pocket' for wheel storage during school hours

Like they need another pocket on a modern backpack. This still probably has potential.

> -- Hoodies with distressed screen printing and frayed-edge finishes

Hoodies are awesome, but must you really go on the whole Factory-Used Clothing Kick?

-- And shirts with trendier, fresh approaches to the brand like "Wings" and "Rapids"

Never seen them, but "trendier" is never a good sign.

> Peliotes cites a recent survey that says families with school age children are expected to spend approximately $563 on back-to-school merchandise this year, up 6.9 percent from last year's average of $527.

Like this means anything at all. Seriously, this information leads to what decisions?

> Footwear will also see a higher-than-average sales increase, rising more than 10 percent from last year.

Like this means anything at all either. You're not competing in a true sense with Nike or Etnies or Sketchers. There's ordinary shoes and then there's Heelys. Putting yourselves as "footwear manufacturers" is a mistake.

> With more independent young adults in the market, parents have noticed their children are chipping in more for clothing and other apparel, with each pre-teen spending an average of $15.38 and teens spending $31.19 of their own money. (1)

Numbers, numbers. You're selling to the kids directly. But then again, everyone does that anyway, so what's the fuss?

> "Jim and Eli have given our new line of apparel a fresh approach and cool look," said Heelys, Inc. Vice President of Design and Development Bob Byrne.

Bob, if I lose one of my Evos in the place on Jim's body where "The Gamer" came from, you'll be getting the other one.

> "Kids are buying what they want now and we always want to remain on top of their wish list for back-to-school gear. I believe we've succeeded with our new line."

Congratulations. You're brand whores. Want a cookie with that cash-cow milk?

Guys, I know you're worried about the stock price and you've been listening to the people who regurgitate that almost all of Heelys' money comes from a single product. But you're not actually diversifying here. If Heelys' shoes sell well, the add-on gear will sell well, except for the really stupid ideas. If the shoes fall, the gear will fall.

Don't get me wrong. Most of the gear will sell. You've probably discovered another, albeit smaller, gold vein and Roger Adams can dive, Scrooge McDuck style, into an even bigger halfpipe full of hundred dollar bills.

It's just that you're too busy dicking around with marketroid crap than focusing on the real barriers: Lack of larger sizes, lack of better sports/skatepark styles, perception as fad, perception as kiddie-crap (big hint: real kids don't want kiddie-crap), not being taken seriously. You want cash now, sell what you can. You want long-term health, focus on the real barriers, which your latest push has completely ignored.

Eh. This is depressing. I'm going to the skatepark.

your good at writing stuff like this slice..and.....

ARE YOU FREAKING KIDDING ME THE GAMERS ARE REAL?!?!?!!?!?!?

you really shouldnt run your mouth when you dont know anything Wink

ive seen alot of these models and theyre ALL improvements, no im not just talking about the gamer shoe, which looks cool too...if only it had a damn wheel!

the kobayashi and girl shirts are on the website.

if youd done some research like the fucktard who wrote the crippling our children article, alot of your comebacks would have made more sense.

i like the way heelys is thinking, theyve realized that theyre losing alot of their younger audience and are heading to getting them back. remember slice your an adult. not ALL this was aimed at you. take into considiration the position their in and how they need more kid appealing stuff.

trendier=getting more kids.

wheelbackpack=alot of us on this forum getting them.

they need the money and as stupid as the article sounds with the whole non wheel heelys, your comebacks are stupider.

Seth, none of my comments were directed to the shoe models (I refuse to acknowledge The Gamer as a shoe model).

Kobayashi is great. I like all the different trick names, although don't want to get asked "can you do that one? how about that one?" The Crest and other girls' shirts, I still don't think the girls on this site will go for. (Ladies? Am I wrong?)

Team Heelys - Northeast Joined: 15 Dec 2006 Posts: 1803

Wow - rant rant rant.

Jim is one of the good guys. He sponsored the Pro Team (it came from his budget). And he's an advocate of promoting Heeling as a sport.

That said, no ones perfect. But don't beat on someone if you don't know the real story. That is, its not always wise to forumlate your opinions based on one (maybe inaccurate) article.

MDHZ

i kinda like the crest, but the other two girly ones are...ehh, mabie ide rather not say. =]

This was straight off the Heelys site. I'm just replying to what I see. If it's not the real story then that's a whole different problem.

I did NOT know that about Jim. If he's throwing his weight behind take-this-more-seriously then I suppose I owe him an apology.

I guess it's just the tone and the seeming direction of the article that got me the wrong way. It seems to be an all-out effort towards milking a fad for what it's worth- and thereby making it look like more of one.

Team Heelys - Midwest Joined: 23 Oct 2006 Posts: 8388607

i want the backpack bad, lol. seriously how cool is that gunna be?

Considering that school is starting/has started, the answer to "when can I get this" should probably be ASAP. Tell us how cool it is. Smile

Joined: 04 Jan 2007 Posts: 164 Location: stl

I agree with slice AND Merlyn. Heelys heelys has had some stupide marketing ideas, but they do sponser the pro team. So they want the best outcome they can get from marketing.....theyre just looking in the wrong place.

I don't think I've ever done a generally positive line-by-line, but, in the interest of fairness, this latest press release needs one too.

> What do a fish-tail, a can-opener, a pipeline, toe jam, a UFO, a cheese grater, a halo and a speedo have in common?

Okay, I've gotta go try fish-tailing and toe jams now (although I'll probably jam my toes in the process). Tricktionary wasn't working for me earlier and I had no idea those were tricks.

> All are the names of popular skate tricks featured in the Heelys "Tricktionary," a new video library created by Heelys, Inc. to spotlight feats from fancy footwork to jumps with difficulty level ranging from basic, intermediate and to advanced users.

I'd rephrase this "fancy footwork to jumps to HOLY CRAP HOW THE HELL DOES HE DO THAT", but that's why you don't see me writing corporate press releases.

Massive benefit 1: It gives the kids somewhere to start. The kids who have no team, never heard of Heelychat, don't Heel with anyone better than they are, and don't watch Youtube are going to go "Wow, people actually do stuff!" This lets them work on things, impress friends and parents, etc, without the benefit of anything but the Heelys website itself.

> Cleverly titled, the Tricktionary is the brain-child of Heelys Marketing Manager Brooks Radighieri and includes a listing of more than 50 possible tricks for users of the company's popular skate shoes, Heelys, complete with video demonstrations and definitions.

That was you, Brooks? I had no idea. Applause

Massive benefit 2: It puts names on things. "I can do a ____" gets a lot more respect than "I can do this" or "I can do what that guy did in that one video". A trick means a lot more when it is called something.

> The Tricktionary recently went live on the Heelys' Web site and fans have responded with enthusiasm. Its pages have resulted in more than 320,000 hits per month since its debut according to company tracking data.

Oh yeah? Well I've gotten 1837238 hits since the 11th of August!

(okay, okay.. every time the SB refreshes, it's a hit, and I've only gotten 569 uniques since Heelychat was spawned.)

I'm curious how many uniques Heelys gets. With a site as content-rich as that one, and as many little .gifs as they have, I'll wild-guess 50 hits per unique. 6,400 isn't anything to sneeze at, considering the audience.

> Overall, Web site visits are up almost 10 percent since December 2006.

Is that it? This actually tells me quite a bit. It means that the recent six-month gigasplosion of sales is mostly among kids too young/inexperienced to use the Internet.

> "As Heelys continues to grow as a sport, it's increasingly important to find unique ways to share excitement and updates with our fans," says Radighieri.

Have you considered Neopets? Those guys are desperate for good advertisers. You want to reach your market, there's a lot of high-hits kids' websites out there who need the ad revenue.

> "We know our skaters are Internet savvy"

Gee, ya think? Laughing

> and this is our answer to their demand for more information and updates on the latest tricks."

Applause

> "We continue to astonish people with off-the-scale maneuvering on our Heelys," said Team Heelys National Captain David Chau. "As we develop new tricks and push performance to the extreme, the sport of heeling will continue to develop and capture the interest of inline skaters, skateboarders and other athletes. People are simply amazed at how heelers can drop in, grind and catch air on a pair of Heelys."

The blend of corporate-speak and skater talk is surreal. I'm now experiencing a vision of Merlyn doing vert in a business suit, starting with Halo tru, up other side to Antipod, then down to Sonic Stop at a board meeting to discuss quality results.

> Increasingly, over the last two years, heeling has moved from the playground to skate parks. In a survey completed in June of 2007, Heelys usage in skate parks increased 58 percent from the previous year.

YEAH, which is why you need more MEGA/PLATE styles, so.. ok, ok, you know this already.

58 percent is quite a boost. I'm curious who they're surveying. Other skaters? Heelers? Owners?

I'm also curious what they're doing, if anything, to encourage private skatepark owners to let Heelys in...

> "Tricktionary is a direct result of the growing popularity of heeling in skate parks," said Radighieri. "Heelers are competing with their friends at all skill levels and the Tricktionary is the tool they use to gain that competitive edge."

And, best of all, having things to do at the skatepark instead of just Heeling back and forth.

Joined: 22 Feb 2007 Posts: 1548 Location: Ohio

All that stuff was true........I might outgrow my toxic evos soon, and I can't find any evos or torches in size 10 or higher Sad

btw...what are "gamers" in relation to heelys? O_o