01
The strongest NOBL rim, ever.
The Ethos HD registers off-the-charts strength, passing 190J of direct impact, no problem.
NOBL Ethos HD Chris King Wheelset
Category Defining Strength
The Ethos HD is unapologetically burly. It's the strongest wheel NOBL has ever built. Armed with a heavy-duty layup and steel spokes it shrugs off impacts and gives aggressive riders on full power eMTBs the confidence to send absolutely anything.
190
J+
Impact Strength
Alternative Produc
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02
Built for serious torque
Chris King hubs withstand 540 Nm of drivetrain force, delivering unwavering confidence under high-power eMTB loads.
03
Chris King Hubs
72-tooth RingDrive™ engagement. Precision-made in-house bearings. Signature drive sound. Backed by a lifetime warranty and built for unmatched reliability.
Ride Feel
Full Power Sending
Ethos HD wheels are for riders who want to go big, with confidence. 35mm internal width rims are built wide and shallow, to give a strong, supportive ride and optimized traction for heavier riders and bikes. With oversized 4mm-wide reinforced rim beads, the Ethos HD dissipates hard impacts with ease. Equipped with Chris King hubs; the industry standard for bulletproof reliability. Rated for the Avinox M2S system, Chris King hubs easily withstand a massive 540 Nm of drivetrain force, ensuring your wheels won't flinch under the highest torque on the market.
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RIM Profile
The Engineering
The Strongest NOBL Rim Ever
Available in 32h, its category-defining strength comes from a reinforced layup, wide rim beads and tapered sidewalls that disperse impact energy efficiently through the entire wheel system. Available in 29, 27.5” and mullet.
weight 29" | 27.5"
580 | 570
grams
Inner Width
35
mm
Depth
23
mm
Max Pressure
40
PSI
erd 29 | 27.5
590 | 552
mm
bead thickness upper | lower
4.0 | 3.5
mm
Build Spec · NOBL Ethos HD Chris King Front Wheel
2045 Grams
Rims
Ethos HD 580g (32h, 29” & 27.5”)
Hubs
Chris King, J-Bend, 72t ratchet
Hub Spacing
Boost & Super Boost
Brake Type
6-Bolt
Freehubs
XD, MS, & HG
Spokes
Alpina Extralite Spokes
Nipples
Sapim Alloy Black Secure Lock
Decals
White, Chrome Silver, Chrome Gold, & Black
Valves
NOBL Tubeless Valves Stock
nobl tech
wheel features
Wide & Reinforced Rim Bead +
Ethos rims feature wider, flared rim beads that increase the contact surface area at the outer diameter of the rim. This broader interface helps distribute impact forces across a larger area rather than concentrating load at a single point, improving overall impact resistance and durability.
Taking it a step further, the wide, flared bead is reinforced with a flexible material specifically developed to improve resistance to off-axis, one-sided impacts. On the trail, impacts are rarely evenly distributed across both rim beads; one-sided strikes are far more common.
Concave Profile +
The Ethos lineup introduces a concave profile developed to optimize torsional stiffness. This profile allowed us to reduce rim depth to improve compliance and fine-tune support, particularly when paired with BERD spokes.
Flatline Valves +
NOBL Ethos Wheels feature a raised, flattened landing pad designed specifically for secure valve stem installation. This precise fit keeps the valve firmly in place, reducing movement and minimizing the risk of air leaks, keeping your tire pressure consistent.
Optimized Tubeless Fit +
For the best overall tubeless experience, the bead seat width and height, along with the drop channel diameter, are precisely engineered. Most riders will be able to install a tubeless-ready tire without the use of levers and inflate the tire fully without the use of a powerful air compressor.
Raw Finish +
All NOBL rims leave our high-end steel molds with a natural, raw finish without the need for post-production sanding and finishing. Producing a paintless carbon rim is more demanding, but the payoff is strength. Without post-production abrasion, the carbon fibres remain fully intact and encapsulated in resin, preserving their structural integrity. The result is a rim that’s not only cleaner in appearance, but inherently stronger.
Chris King hubs
Precision-manufactured in Portland, OR, these hubs are built around Chris King’s innovative RingDrive™ system, featuring 72-tooth stainless steel drive rings that deliver a snappy and reliable 5° of simultaneous engagement for best-in-class power transfer and drivetrain torque management.
With a drive system tested to 540 Nm, Chris King hubs meet the demands of high-power eMTB motors, ensuring trust in every acceleration. Plus, by moving the engagement mechanism inside the hub shell, the system is heavily shielded from extreme torque stress and premature wear. Backed by over 40 years of expertise, made-in-house bearings, and a King Lifetime Warranty, it’s a system engineered for unmatched longevity and total trail confidence.
Alpina Extralite Spokes
The Ethos HD wheels use steel Alpina Extralite spokes that strike the ideal balance of weight, strength, and torsional flex for aggressive riding. With a double-butted 2.0/1.7/2.0 mm profile, they drop grams without compromising durability, and weigh just 5.7g at 260mm. During our tensile strength testing, Extralites outperformed comparable spokes thanks to Alpina’s use of higher-grade stainless steel.