29/11/2017
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.
RACE REPORT: 4-FOR-4 AT CA MTB ENDURANCE BIG BEAR
It was a great day at the races last Sunday, earning a fourth consecutive win in the CA Endurance MTB Series. And as cool as that was (which I will get into), I want to lead this Race Report with some gratitude… I am so THANKFUL to be a part of the IRC Crew!
10/06/2021
THE IMPOSSIBLE ROUTE: EPISODE 1
IRC riders Tyler Pearce (AKA the Vegan Cyclist) and Jeremiah Bishop embarked on an epic adventure to ride the California Backcountry Discovery Motorcycle Route on grave bikes.
29/04/2021
THE IMPOSSIBLE ROUTE: DEATH VALLEY
Jeremiah Bishop and The Vegan Cyclist (Tyler Pearce) are embarking on a series of four epic rides in 2021. The first is Death Valley.
03/03/2021
THE WATTIE INK GRAVEL COLLECTIVE PROJECT IS OPEN FOR APPLICATIONS
Wattie Ink. is accepting applications to join their “Gravel Collective Project.” The GCP is a gravel-focused cycling team that will include all levels of athlete, from beginner to gravel-curious to professional. Applications are open till Nov 16.
05/11/2020
RIDING, TRAINING, AND COPING DURING THE COVID-19 PANDEMIC
We have all had to alter our lives as a result of the Covid-19 pandemic. Kristin Mayer, IRC Ambassador and Founder of Betty Designs is no different.
11/08/2020
WIN WITH IRC: SUMMER 2020 GIVEAWAY
IRC is giving away four $300 gift cards to be used on IRCbike.com
05/06/2020
DIRTY KANZA 2020 - SEPTEMBER 12, 2020
IRC will be in Emporia Kansas for Dirty Kanza 2020. You can come see us at the All Things Gravel Expo and then have a Boken margarita at Casa Ramos. There is an excellent chance you will find the IRC team eating dinner at Casa Ramos on any given night. Come say hi!
19/05/2020
PETER STETINA CHOOSES IRC TIRE
Davis, CA—IRC Tire announces a new partnership with former UCI World Tour Cyclist, Peter Stetina. Peter announced in late 2019 that he was leaving World Tour racing to focus exclusively on gravel and mountain bike endurance events and sought out the best partners and products to help succeed in these new categories.
29/01/2020
DRINK BEER WITH PETER STETINA! PRESENTED BY IRC TIRE
If you are in the San Diego area, don't miss this opportunity to hang out, swap stories and throw back some fizzy beverages with former world-tour pro and current gravel superstar Peter Stetina. Rouleur will be giving $1 off pints during the event.
09/01/2020