sidewall

[sahyd-wawl]
noun
1.
the part of a pneumatic tire between the edge of the tread and the rim of the wheel.
2.
a wall that serves as the side of a structure.
3.
the side part of the upper of a shoe.

Origin:
1350–1400; Middle English; see side1, wall

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Based on the Random House Dictionary, © Random House, Inc. 2014.
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World English Dictionary
sidewall (ˈsaɪdˌwɔːl)
 
n
either of the sides of a pneumatic tyre between the tread and the rim

Collins English Dictionary - Complete & Unabridged 10th Edition
2009 © William Collins Sons & Co. Ltd. 1979, 1986 © HarperCollins
Publishers 1998, 2000, 2003, 2005, 2006, 2007, 2009
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Example sentences
The government requires that every tire have its tread life, temperature, and
  traction rating molded into its sidewall.
Secure the sides of the tent by tying one side of the sidewall rope to the tent
  poles.
The ride quality depends more on the height of the tire sidewall than it does
  on the size of the rim.
Your correct tire pressure isn't necessarily what's printed on the sidewall of
  the tire.
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