A bicycle wheel rim having a circular base portion including a proximal surface and a distal surface, and a pair of integral sidewalls extending generally radially outward from an intersection region of the proximal surface and the distal surface. The distal surface of the rim has a central hump, a trough contiguous with the central hump extending axially outward from the hump, and a flat shelf immediately adjacent, contiguous with, and extending axially outward from the trough. A distal point of the sidewall extends no further than 0.200 in above the shelf of the distal surface of the rim. The sidewall height is on the order of 2 millimeters less than the sidewall height of a conventional bicycle wheel rim providing approximately 4 mm more tire surface exposure. The inner profile of the sidewall has substantially the same profile shape as the bead of the tire producing a ‘ball-and-socket’ type fit that helps to reduce strain on the tire bead while creating a tighter air seal. The conventional bead lock at the distal end of the sidewall also has been eliminated. In an aspect, additional material can be used in the central part of the proximal surface of the rim for added strength and stiffness without increasing the overall weight of the rim. The hump and troughs of the distal surface provide separate channels for each tire bead. This feature greatly eases the effort of inflation as the separate channels make it easier to trap air. The hump also acts to keep the tire spread apart and allow for the valve stem to inject air directly into the center of the tire. Another embodiment of the invention is directed to a bicycle wheel including the embodied rim, a plurality of spokes engaged at respective ends thereof with the rim and a hub engaged with the plurality of spoke members at opposite ends thereof. Another embodiment of the invention is directed to a bicycle wheel assembly comprising the embodied wheel and a tube and/or tire mounted on the rim.