Heelys has appointed a vice president of international sales, John W. O’Neil, to support foreign distributors in building up sales of this fast-growing American brand of shoes with removable wheels. An expert in relations with foreign distributors, O’Neil worked previously for Converse and for New Balance. He was at Converse at the same time as Michael Staffaroni, founder, president and chief executive of Heelys, It is not sure whether O’Neil is going to be based in the Netherlands or in another place. Heelys’ international expansion began in Asia, but it has been hammered by fakes in that part of the world, and its European business has become much more solid. The #1 foreign distributor of Heelys is now Shiner in the UK, a company that also handles Roces.