Fury Tires’ Sierra Hunter ATM — Winner of SEMA 2025 Media’s Choice Best New Product Award

Motortopia Staff . December 03, 2025 . Press Release

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Coppell, TX — November 2025 – Fury Tires proudly announces that the Sierra Hunter ATM has been recognized with the SEMA 2025 Media’s Choice Best New Product Award, solidifying its position as the most innovative and aggressively styled All-Terrain tire of the year.

Designed for trail riders, dirt lovers, overlanders, and weekend warriors, the Sierra Hunter ATM is shaking up the off-road market with a combination of bold styling, whisper-quiet road comfort, and uncompromising performance.

At the heart of the Sierra Hunter ATM’s appeal is the industry’s first-of-its-kind Mud-style sidewall on an All-Terrain platform—delivering a look traditionally reserved for MT tires while maintaining the refined on-road manner expected from a premium AT. This hybrid approach sets a new benchmark for what an All-Terrain tire can be. “Drivers today want a tire that looks fierce, performs everywhere, and still rides quiet on the pavement,” said Ernie Boehm, Sales Director of Fury Tires. “The Sierra Hunter ATM gives them all of that. It’s bold, it’s advanced, and it proves yet again that Fury doesn’t follow industry trends — we set them.”

Why the Sierra Hunter ATM is Changing the Game

SEMA Award-Winning Innovation

Chosen by industry media for its breakthrough design, aggressive presence, and category-shifting construction.
First Mud-Style Sidewall Ever Featured on an All-Terrain Tire
● Massive sculpted lugs deliver a rugged, dominant appearance
● Reinforced rubber architecture boosts puncture resistance
● Sidewall traction ribs enhance grip in ruts, mud, and uneven terrain
● Gives AT daily drivers the bold, hardcore look of a true MT

Whisper-Quiet Comfort on the Road

Despite its aggressive stance, the Sierra Hunter ATM surprises drivers with a smooth, quiet highway ride—thanks to optimized pitch sequencing and a refined all-terrain tread pattern.
Trail-Ready Durability and Grip
● Multi-angle tread blocks tackle dirt, sand, gravel, and loose terrain
● Stepped stone ejectors keep debris out and maintain strong traction
● Deep sipes enhance wet handling and all-weather confidence
● Robust carcass design delivers off-road resilience without sacrificing road comfort

About Fury Tires
Founded in 2016 on innovation and driven by passion, Fury Tires develops high-performance tires built for drivers who demand more. From all-terrain versatility to competition-grade performance, Fury continues to redefine expectations across the off-road and street segments.

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