Heelys, Inc., formerly known as Heeling Sports Limited, is the company which currently owns the Heelys, Soap, and Axis (unofficially defunct) brands. Heelys' headquarters is, and for its entire history has been, located in Carrollton, Texas.Heeling Sports Limited was initially brought upon some time around 2000 to be a fathering company to the brand responsible for its existence, Heelys.