Belgian Waffle Ride names IRC Official Tire Partner

January 30, 2018

New IRC packaging

CARLSBAD, CA—Organizers of the Canyon Belgian Waffle Ride (BWR) named IRC Tire (Inoue Rubber Company) the Official Tire Partner of the popular Ardennes Classic-style ride in Northern San Diego County.

The BWR is considered to be one of the country’s most challenging rides—for cyclists and tires. The rolling route over mixed terrain changes annually, but it’s typically similar to last year’s 140-mile ride, which included 41 miles on dirt and 13,000 feet of elevation gain. The 2018 BWR is scheduled for April 15.

“We are truly excited to par tner with IRC Tire for the seventh edition of the Canyon Belgian Waffle Ride,” said, Michael Marckx, BWR creator. “To survive the unique, challenging and diabolical BWR course, there is no more important feature on our bikes than the tires we roll on. The wrong tires can spell disaster, but the right tires can ensure a smooth, successful, even joyous experience, and that’s why we have partnered with IRC Tire.”

Of the many tire choices available, IRC is highlighting two tires as its choice for the event. The Formula Pro 700c x 28 Light tubeless is perfect for road frames with limited tire clearance. The lightweight tire combines tubeless puncture resistance with a wider tread and cross-sectional shape. For frames with additional tire clearance the SeracCX Sand 700c x 32 tubeless is ideal for loose gravel and it rides well on road surfaces. This tire features an oversize diamond-file tread pattern and a wider tread. Both tires offer low rolling resistance and durability, essential for 140-plus miles of mixed surface riding and 13,000-plus feet of climbing and can be purchased via the BWR website store.

“We wanted to be part of the BWR because we’ve identified the gravel market as one of the most progressive and exciting segments in the tire business. It’s an area where the riders are interested in what tires everyone else is running, what pressures they’re using, whether or not they’re using tube or tubeless,” said Steve Driscoll, managing director of LiFT creative studios, IRC’s creative and interactive agency of record. “Tires are a big part of gravel riding and we wanted to be part of that,” he added.

As part of its partnership with BWR, IRC also will sponsor the King of the Dirt competition, which is awarded to the rider with the fastest cumulated time on three distinctive dirt sections of the ride.

For more information regarding the BWR , visit

About IRC Tire

Founded in 1926 in Japan, IRC Tire has more than 90 years of experience develop ing and manufacturing tires for all types of cycling including BMX, road and mountain biking. IRC owns seven manufacturing plants worldwide. For information visit 

About LiFT creative studios

LiFT cs is a full - service marketing agency that provides branding, creative, PR, sales and digital services along with a singular commitment to helping its clients achieve their goals. For more information visit:

About BWR

The Canyon Belgian Waffle Ride (BWR) is the premier event of its kind in North America and is known as the ‘most unique cycli ng event in the country’. In its seventh year, the BWR is a roughly 140 - mile bike race (each year there is a different course) that features over 40 - miles of dirt sectors and nearly 13,000 of climbing around Northern San Diego county. The event attracts riders from all over and challenges riders’ physical, technical and mental capa bilities, as well as the strength of their equipment.


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