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Czech-made Rubena tires are back after a 7 year rebranding exercise as Mitas Tyres

Czech-made Rubena tires are back after a 7 year rebranding exercise as Mitas Tyres

Manufacturing bicycle tires in the center of Europe in the northern Czech mountains since 1928, rubber manufacturer Rubena is putting their own name back on…

Thursday, Apr 21

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Manufacturing bicycle tires in the center of Europe in the northern Czech mountains since 1928, rubber manufacturer Rubena is putting their own name back on bike tires. After seven years of selling their wide range of road, gravel, city, and mountain bike tires under their separate Mitas Tyres brand name, they’ll be rolling back to Rubena Tyres throughout 2022. Rubena bike tires back after 7yrs of Mitas

A decade ago Rubena bike tires & tubes were most well known in central Europe. So the Czech tire maker rebranded their full bicycle line-up as Mitas – the same brand they use internationally for everything from motorcycle, to tractor, to airplane tires. It seemed like a move to reposition themselves as a high-performance cycling brand, made in Europe but still quite affordable.

But after several years that included substantial sponsorship of the UCI MTB World Cup – and a super technical namesake Mitas Choice trail feature at the Nové MÄ›sto XC World Cup that put the world’s best cross-country racers & bike prototypes through the ringer – it looks it might go back to being called Rubena’s Choice soon?

Technically, we don’t expect to see any major tire changes right away, as Mitas/Rubena just launched an all-new Monarch gravity tire ( above ) last fall, and just updated wider versions of their X-Road gravel tires ( below ). And their 2022 catalog is expected to stay branded Mitas throughout this year, as they “gradually transform” back to Rubena.

From Rubena: “ Today, the […]

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