At first, Cheng Shin Rubber, operating as Maxxis International, only produced bicycle tires. As the company grew and extended its reach beyond Asia, it expanded into new market segments, producing tire products for a variety of vehicles.
In 2009 Maxxis had worldwide revenue of over $2 billion. Maxxis has operations in Taiwan, China, Thailand, Vietnam, United States, Canada, United Kingdom, Germany, Holland, Japan and Dubai. The company employs 22,000 people, and its products are distributed in approximately 170 countries.
The company recently built a design and testing proving ground in China, and has five other research facilities in Taiwan, China, the United States, and the Netherlands.
Maxxis’ promotional efforts include sponsorship of riders, drivers, teams and events across a range of sports. Major sponsorships include the 2011 and 2012 Australian Open, the New York Yankees baseball team in the United States, and Barclays Premier League teams Liverpool, Aston Villa and Sunderland in England.