A impact resistant rim is configured to soften or minimize an impact, thereby reducing the risk of pinching or otherwise flattening the tire and/or damaging the rim. This impact resistant rim further reduces the effects of an impact by maintaining the integrity of the rim during and following the impact. In this rim design, a shock absorbing cord is inlaid, molded, an/or otherwise embedded inside opposing leading edges of the rim. The shock absorbing cord is designed to elastically and/or plastically deform during an impact.