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 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

Ghost Lector 2.0 29er prototype carbon XC hardtail with swooping flexy seatstays, cross-country race carbon hardtail mountain bike, Anne Terpstra, Nove Mesto XCO World Cup racing

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 Město 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?

new mitas monarch gravity enduro dh mountain bike tire with extreme sidewall protection

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.

mitas x-road all road gravel bike tires

From Rubena:

Today, the Czech rubber manufacturer Rubena, s.r.o., which is inextricably engraved in the memory of not only Czech cyclists, is withdrawing from the Mitas brand. It will now offer the entire bicycle range under the Rubena Tyres brand.

The tradition of Rubena’s rubber industry dates back to the year 1908. The first Czechoslovak bicycle tyre was manufactured in Náchod in 1928. Every year, Rubena ships millions of tyres and inner tubes all over the world. Everything is manufactured in the Czech Republic in the largest specialized factory for tyres and tubes in Europe. Historically, our products have appeared on wheels under the Kudrnáč, Barum and Mitas brands.

The Rubena Tyres product range includes bicycle tyres for MTB, Road, Gravel, City and Trekking, including tyres for E-bikes.

Rubena bike tires return, after 7 years as Mitas tyres, old & new

Rubena.eu, and for the time being still Mitas-cycling.com

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Vince E.
Vince E.
5 months ago

Holy crap, about 98% of the sidewall has graphics on it. It’s like a Euro prop hockey jersey.

JNH
JNH
5 months ago
Reply to  Vince E.

Their website is a similar information overload, but it’s amazing. Seems they’re involved in everything from machine tooling to making hockey pucks.

Vince E.
Vince E.
5 months ago
Reply to  JNH

It’s like the Czech Yamaha: You want a piano? or violin? Motorcycle? Outboard motor? Yea, we make that, too!

Vince E.
Vince E.
5 months ago
Reply to  Cory Benson

Well, thanks, that’s good to know, because I wasn’t digging that initial image. I like what Specialized has done with their sidewall graphics, very low-key. I still think Maxxis is a little overbearing with their branding, even after switching to the white from yellow.

Ryan
Ryan
5 months ago
Reply to  Vince E.

If they could just change their entire branding to your personal taste everything would be sorted