Looking for advice re: lettering effect.

I want to create a club logo using the image of a tire with the club name on it. I'd like it to look like the raised lettering on tires - for example "Goodyear". Can someone suggest the technique I would use to make the lettering look raised?

https://images.app.goo.gl/DxTvfUKYVBNC7wnc9

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