IRC Tire Re-launches Brand in the U.S. and Introduces Two New Bike Tire Models

November 29, 2017

Global two-wheel tire manufacturer partners with LiFT creative studios to rebrand
and focus on the U.S. market

DAVIS, CA – IRC Tire, a global two-wheel tire designer and manufacturer, has retained Carlsbad, California–based LiFT creative studios (LiFTcs) to help them rebrand and launch new products into the U.S. market. 

The first product introduction was this past September with the debut of two new tires at the cycling industry tradeshow, Interbike 2017 in Las Vegas, Nevada. IRC Tire revealed two new bike tires for BMX as well as the exploding Gravel category. 

The SIREN BMX tire features an all-new design, featuring an indestructible Kevlar bead, a high-pressure casing ensuring the necessary tire integrity, down to a new tread configuration providing endless traction and security. The SIREN is available in 1.75” and 1.9” widths.

The BOKEN is a 700c Gravel tire available in two widths: 36c & 40c.  This new generation gravel tire has a unique center profile tread for smoother road surfaces while side knobs provide traction and control in rougher terrain. 

To assist with the new approach, IRC Tire has appointed Lift Creative Studios to manage their marketing strategy and execution. LIFTcs is a full-service marketing and creative agency servicing many top action sports and bicycle industry brands. 

“With new technologies and products in development, IRC has outlined a long-term business plan for its bicycle tire division. We are excited to partner with LiFTcs to develop programs that meet the commerce needs of the USA distributor, retailer and the customer service demands of the end consumer.” said Bruno Suttles, Sales and Marketing Manager for IRC Tire USA.

Siren Pro tire
Boken Tire


About IRC Tire

Founded in 1926 in Japan, IRC Tire is no stranger to the bicycle tire market with over 90 years of experience in tire development for all types of cycling including BMX, road cycling, and mountain biking. A global company, IRC Tire owns seven manufacturing plants worldwide. For more information visit

About LiFT creative studios 

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


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