Heelys are a brand of sneakers, under the company Heelys, Inc. that have one or more wheels embedded in each sole, similarly to inline skates. Thus, the wearer can walk, run, or - by shifting their weight to their heels - roll. Advanced Heelys users can perform tricks such as soft braking, which is the process of lowering the front section of rear foot gently, to increase friction and slow to a stop. The wheel can be removed from the shoe, which may be done for comfort reasons or for reasons of practicality or safety.