New wheels. New booth. New trails.
We rolled into Overland Expo West 2025 with a fresh booth setup, new wheel designs, and a truckload of trail-tested attitude. Held May 16 to 18 in Flagstaff, AZ, the show brought out over 28,000 attendees, with nearly half experiencing Overland Expo for the first time. This is the kind of event where people aren’t just looking for gear. They’re learning how to use it, camping onsite, and talking recovery strategy before breakfast.
This year, Black Rhino showed up bigger than ever.
We brought 14 wheels to the show, including best-sellers like the Rival and Voll, along with new and unreleased models such as the Trooper, Taleo, Congo, SOL, and ROVER. Our custom 3D exploded-view display gave people a closer look at the rugged detail behind our Rock Guard Ring wheels like the Xplorer, which pulled steady attention all weekend.
Toyota builds were everywhere, and we came prepared. Every wheel on display was spec’d to fit both new and older Toyota platforms, from Tacomas to Land Cruisers, making our booth a go-to stop for the Toyota crowd.
Talon Sei’s Tacoma on Baharis
For the first time, we partnered with longtime Black Rhino supporter and outdoor content creator Talon Sei, who had his fully built 2024 Toyota Tacoma TRD Pro featured in our booth. Wrapped, rigged, and rolling on Black Rhino Bahari wheels, Talon’s rig brought constant foot traKic and a strong presence across social before and during the show. It was a real-world example of what Black Rhino wheels are built for.
Booth Highlights and Crowd Favorites
Machine finish wheels got a ton of love this year, especially from people looking to combine aggressive styling with clean detail. Our upcoming styles were also a hit, with lots of photos taken and questions asked. Beadlock and hybrid beadlock options came up often, and yes, we’re already working on what's next.
We kept things dialed with free Black Rhino swag like stickers, bug spray, and sunscreen. A QR code signup let attendees enter for a chance to win a free set of wheels, and our on-site media team captured pro-level photo and video content that kept the feed fresh each day.
Across the event, 24 vehicles outfitted with Black Rhino wheels were featured in other displays, a solid reminder of our presence in the space and the trust builders have in our gear.
