A wheel rim protective structure has a closed ring made of a semi-rigid durable plastic material. A plurality of spaced apart durable curved metal clips extend from the inner edge of the ring and are oriented to insert between the tire and rim. Each clip has a number of unidirectional barbs that facilitate installation but resist unwanted extraction by engaging the tire portion. Knurling on the opposite side provides more static friction against the wheel surface. The metal clips also provided a situs for a low profile fastener to allow other structures to be attached to the ring such as decorative panels, lights, flags streamers, or other decorative or counterbalancing structures. The ring and clips can be made from a unitary piece of injection molded material.