Ekoï moves into carbon wheels

Ekoï, the French brand based in Fréjus, is making a striking entry into the world of carbon wheels with its first road wheels, the 50 Ultimate, launched in April 2025. Known for its helmets, glasses and clothing, Ekoï is widening its range with this full-carbon model, the result of a collaboration with SCOM, a Chinese company expert in carbon composites for competition. Limited to 500 pairs and reserved for the European market, this wheelset was tested by Stéphane Rossetto, a former pro and Ekoï employee, who praises its low weight and stiffness. Listed at €1,999.99 but already on promotion at €1,399.99, these carbon wheels combine performance, style and aggressive pricing. Here is a closer look at these wheels that are shaking up the market, ready to challenge the leaders.

The Ekoi 50 mm wheels: what is new and innovative

The Ekoï 50 Ultimate marks a key stage for the brand, which relies on SCOM, a Chinese firm founded in 2020 that specialises in carbon wheels inspired by motorsport. This Sino-French partnership combines Ekoï’s bold design with SCOM’s technical expertise, delivering high-performance carbon wheels at a competitive price. The 50 mm profile, designed to balance aerodynamics and versatility, was tested by Stéphane Rossetto, Team & Athlete Sponsorship Manager at Ekoï. He describes “impressive stiffness” and notable “liveliness” on climbs, although his role within the brand means his enthusiasm should be taken with some caution. The full-carbon rims use Vonoa ST Super Aero carbon spokes, also used by Newmen and Scope, reducing drag while looking the part. Available in three finishes – holographic, red chrome, graphite – via a premium process, these wheels meet the demand for both style and performance.

On the technical side, Ekoï innovates with in-house Straight Pull hubs, optimising power transfer and simplifying servicing, an asset for self-sufficient cyclists. The 36-tooth ratchet system ensures quick pick-up, ideal for racing. At 1,350 g, these carbon wheels rank among the lightest in their category, challenging models costing more than €2,000. Compatible with tubeless and clincher tyres (25-38 mm), they suit the road as well as light gravel. The lifetime warranty, with replacement at 50% of the price in the event of breakage, reflects the confidence of Ekoï and SCOM. Listed at €1,999.99 but offered on promotion at €1,399.99 from launch, these wheels are surprising for their struck-through price – an unusual strategy for a limited series, but typical of Ekoï, which often uses promotions to grab attention. This attractive price, combined with controlled production, positions the 50 Ultimate as a serious alternative to the big brands, although the limited availability may frustrate some.

Ekoï relies on direct distribution to keep costs low while guaranteeing premium quality. The collaboration with SCOM, an expert in advanced composites, ensures precise rims optimised for modern tyres. The Vonoa spokes, with their 5.2 mm aerodynamic profile, reduce turbulence. The standard Enduro Bearings (probably steel) are robust, but do not compete with high-end ceramic bearings. The finishes, which protect against external damage, extend the durability of the carbon. With only 500 pairs, Ekoï is creating a stir, but cyclists will have to make up their minds quickly about these carbon wheels, which stand out in 2025 for their boldness and their value for money.

Technical specifications:

• Rim depth: 50 mm
• Weight : 1,350 g
• Internal width: 22 mm
• External width: 29 mm
• Hubs: Ekoï Straight Pull
• Spokes: Vonoa ST Super Aero carbon
• Bearings: standard, Enduro Bearings
• Price: €1,399.99
• Accessories supplied: tubeless valves, clincher tyre conversion kit, wheel bags

To get hold of these wheels, head to the official Ekoï website.