Hookless rim design enhances overall durability, offers a wider inner rim width without adding extra weight and also helps create a more round tire shape providing superior grip and handling as well as added sidewall support when cornering. Additionally, without the rim hook to “push” the tire bead inward, hookless rim design offers a more seamless airflow between the tire and the sidewall of the rim, resulting in less drag and improved aero performance when compared to standard hook-type rims.