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HEELYS
They have long been a big trend in America and Asia: HEELYS, the sneakers with the detachable wheel in the heel. When these hip shoes were launched in Germany, they flopped. Three years later the new licence holder “The Territory” tried a relaunch – with the support of public affairs. What was needed was a concept that would achieve a big effect in order to really get the start-up going.
In the first phase, public affairs worked on pro-active agenda setting and media co-operation in order to generate interest in HEELYS as a cool lifestyle product. As effective multipliers, “cool kids” are the main focus of the communication, which is structured so that it also reaches “trendy adults.” In a second step the brand is emotionally charged and presented. Within the framework of an exclusive co-operation with the star choreographer Detlef D! Soost, HEELYS are integrated into the shows of the D!‘s Dance Sensation Tour. In addition, regional events give kids and journalists direct product experiences and the special HEELYS feeling. The results speak for themselves: within one year sales have increased from 30,000 pairs to over 2 million.
