Role: Strategist

Objective: To get the population excited again about the product’s unique and alternative features, while incentivizing a healthy lifestyle to young kids within the activewear and skating community.

Insight: Today, about 1 in 5 school aged kids are obese. Running shoes alone do not encourage kids to go outside and be active, and for some, learning a new skill like skateboarding can be intimidating.

Solution: The traveling “Heelys Truck” will not only gain buzz nationwide for its distinct shape, but will also encourage kids to go outside and follow the truck’s whereabouts with its immersive website. By stimulating conversation and interacting with consumers in-person, the art of “heelying” will be reintroduced into the activewear and skating community, while mitigating the impact of the childhood obesity epidemic.