a impact resistant rim is configured to soften or minimize an impact , thereby reducing the risk of pinching or otherwise flattening the tire and / or damaging the rim . this impact resistant rim further reduces the effects of an impact by maintaining the integrity of the rim during and following the impact . in this rim design , a shock absorbing cord is inlaid , molded , an / or otherwise embedded inside opposing leading edges of the rim . the shock absorbing cord is designed to elastically and / or plastically deform during an impact .