1. Once every other month, David Chau shoots a short digital film of fellow Team Heelys members doing tricks wearing the skate sneakers.

  2. Chau then adds music to the video and uploads it onto YouTube for free, making sure to include the word "Heelys" in the clip's title.

  3. Each time a new video debuts, Team Heelys members post alerts on Heeling Sports' MySpace homepage and on its Yahoo message boards.

  4. Viewers can then rate the video on YouTube and share it with friends, either via e-mail or by linking to it from their personal MySpace pages.