Abstract: A bicycle spoke reflector assembly is disclosed for use with a bicycle tire assembly. The spoke reflector comprises a structural base member which includes a light reflector thereon. Attaching means includes at least two through members which define spoke channels disposed in relation to the structural member at angles corresponding to the angle defined by at least two spokes, for slidably engaging the structural member. Ornamental display means are provided to removably engaging the structural element for displaying personalized indicia.