Dallas-based Heelys Inc, the youth sports lifestyle company has named Edelman as its public relations agency-of-record. Further solidifying its dominant position in the consumer segment, Edelman¡¯s Dallas office will be responsible for extending Heelys brand recognition in the youth wheeled footwear, footwear, apparel, and accessories markets, and will position Heelys as the leading authority on kids' healthy, active lifestyle.

Heelys created the "wheeled footwear" category with a single stealth removable wheel housed in the heel of each shoe allowing kids of all ages and skill levels to walk, run and transition to a roll at any moment. Recently, Heelys introduced its broadest, most colorful line of popular "wheel-in-the-heel footwear" for 2008, including the company's first ever hiking-style boot, "Rumble."

Additionally, the company introduced its first "non-wheeled" footwear product line called The Gamer by Heelys in November 2007. The Gamer is a video game inspired, ultra comfortable lifestyle shoe designed for kids who want to take their "game" anywhere.

"Since our inception in 2000, our brand has experienced exponential growth. As we continue to expand and diversify our product offering it is our desire is to have an even stronger public relations presence," said Mike Staffaroni, CEO of Heelys Inc.

"Through our work with Edelman ¨C whose expertise in the consumer-driven market aligns seamlessly with our company's goals ¨C we can expand our communications objectives and solidify Heelys as one today's youth."

Edelman, a global communications firm centered around public relations, has more than 48 offices in North America, Europe, Latin America and Asia Pacific. Edelman's Dallas office serves as the headquarters for its Southwest region with another office in Austin. Edelman Southwest's core practice areas include consumer, corporate communications/reputation management, public affairs, crisis & issues management and technology/telecom.

"With the increasing competition from other youth consumer-driven companies, Heelys recognized the need for an aggressive public relations and branding campaign to strengthen its position as an innovative leader in the sports footwear industry," said Teresa Henderson, executive vice president and regional general manager, Edelman Southwest.

"Our industry knowledge and experience combined with our philosophy to provide exceptional client service were the determining factors for winning the business. This win is a testament to Edelman's strategic approach to strengthening our core practice areas."