Chad Brand

Heely's Rolls Into a Faddish Footware Market

I think a lot of people get burned on the short side because they short things like this right away as soon as they get overvalued. However, if the momentum is still upwards, you can get your head handed to you. I would wait until the thing stabilizes for a while and make sure the earnings estimates aren't too low before shorting. Waiting it out for more clarity might mean you don't short at the exact top, but even if it drops a bit and then you get involved after your level of confidence in the timing is better, there will still be plenty of downside to profit from.