Sequential Rolls Heelys into Activewear

Sequential Brands Group has entered into a long-term licensing agreement with Sugar Plum NY to produce a range of Heelys activewear for kids.

April 6, 2018

Sequential Rolls Heelys into Activewear

Sugar Plum NY will showcase the Heelys-inspired collection at MAGIC this August.


The brand’s first activewear collection will feature girls’ skorts, leggings, shorts, capris, tank tops, t-shirts and hoodies, which will launch in spring 2018.

A range of boys’ activewear will debut in winter 2018.

“In the past four years, Sequential has reinvigorated the Heelys brand, more than doubled the core business in footwear with our partner BBC and expanded to new categories, first in backpacks and now in activewear,” says Chad Wagenheim, executive vice president, strategic development, Sequential. “We believe the brand is well positioned for continued growth, and this new launch will further strengthen Heelys as a lifestyle brand in the global market.”

The Heelys activewear collection will be on display at Sugar Plum NY’s booth at MAGIC, Aug. 14-16, at the Las Vegas Convention Center.

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