“Heelys – The only shoe with a removable wheel in the heel”. – http://www.heelys.com I figured that Heelys had the best description of their own product, so I decided not to re-invent the wheel and copied it verbatim. Fortunately, or maybe not, Heelys’ positioning in the market has made them the “Scotch Tape” of the wheel in the heel industry. Customers interchangeably use the term “Scotch Tape” for adhesive tape and Heelys for every shoe with a wheel in the heel. Prior to our discussion pro.