IRC Tire selects LiFT creative studios to help relaunch the brand in the U.S.

CARLSBAD , CA — As part of its plan to re-enter the U.S. market, legendary Japanese tire maker IRC Tire named Carlsbad-based LiFT creative studios (LiFTcs) as its creative and interactive agency of record.

Inoue Rubber Company, or IRC as it’s best known, is a global , two-wheel, tire manufacturer based in Nagoya. The company was a leader in the development oversize motocross tires in the 1970s and worked with moto legends such as Rick Johnson, Jeff Ward and Broc Glover in the U.S. to develop winning tires for motocross and supercross. In the 1980s and 1990s, it was a leader in the high-performance scooter and mini-moto markets. Today, it’s best known in the U.S. moto market for its inner tubes.

Now, with the help of LiFTcs, IRC is ready for a U.S. comeback.

“We are really excited to be working with LiFT creative. With their extensive experience building action sports brands, they are just what we need as we develop new products and take this great brand to new heights,” said Marc Ikeda , IRC’s North American motorcycle division manager.

“LiFT will help our newly assembled team of innovative marketing and branding experts return IRC to the market dominance it once enjoyed. It’s an exciting time for everyone at IRC, as well as our distributors, retailers and consumer customers,” Ikeda added.

LiFTcs, an expert in action sport s marketing, completed an extensive review process to win the account, said Steve Driscoll, LiFTcs’ managing director.

“Everyone at LiFtcs is thrilled to be selected to partner with such an iconic brand. IRC has been the premier tire brand and a supplier to many legendary moto teams and riders. Our goal is to re-establish IRC with a strong presence in the market and reintroduce the brand to consumers,” Driscoll added.


About IRC Tire

Founded in 1926 in Japan, IRC Tire has more than 90 years of experience developing and manufacturing tires for all types of two-wheel vehicles. IRC began making motorcycle tires and tubes in 1952, entering the U.S. moto market in 1966. IRC owns seven manufacturing plants worldwide. For information visit irctireusa.com

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 information visit LiFTcs.com

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

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.


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 irc-tire.com.

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: LiFTcs.com