I messed around a bit with a cylinder (didn't have a tire shape). Got this.

Used a 256x256 white image with black vertical stripes in center only (see the function pix):

Had to flip image 90 degrees for tex and bump. Had to turn tex image "negative" in material editor to get side of 'tire' to come out white instead of black.

HTH

_ jc...'Art Head Start' e-book
.......'Art Head Start.com site Digital Art skills. Free lighting chapter, tutes, Vue models, tex pix.