Bicycle wheels have integral reflective areas to increase visibility of the bicycle. These areas show through portions of the wheel tread, so that the tread protects the reflector material from wear. The reflecting areas are scattered over the wheel and situated at a variety of angles with respect to the plane of the wheel so that reflectors are always situated to reflect light from the sun, a street lamp, or car headlights. A bicycle tire of the conventional sort having a tube and removable outer tire having tread is used. The outer tire has holes formed in it interspersed among the raised areas of tread. Reflecting material in sheets is placed between the outer wheel and the tube. Preferably, the reflecting material is affixed to the outer tire, and is coated with a protective coating.