Wood Grain Rims
I spotted these while looking for the background for the site. Bmx companies should start doing wheels with this type of finish. It looks to be a plastic coating, which I think is applied through a process called water transfer printing. This process takes and image and transfers it onto an object via a film coating. Ill post up a video later if I can find one.
Source: Velocity Rims
Edit: Here a video of the process.