indent or deform on tire model

Hello everyone.  I'm working on a concept model for a heavy lifter and I downloaded a tire model off of GrabCad.  In order to show the weight on it though, my boss has asked me to show the bottom of the tire with a sidewall bulge.  I've tried for a few hours now to make a new model that I could make bulge using a loft with no success.  I've also spent a while on YouTube trying to make deform or indent work on it.  Also with no luck.  Does anyone have a good way to do this from an existing model?  Or am I pretty much SOL and need to remodel the tire from scratch to get the right shape?  Thanks in advance.

SolidworksParts And Features