Any 3Dsmax people? need to know how to bend text...

Can’t figure it out for the life of me. Want to do a radial effect for a tire sidewall, but can’t seem to find the best way to do it. Tried the bend modified along with a few others and they distort the image too much to be of any real use.

anyone know a good way to do this? Can’t seem to find a decent tutorial either, most are just using normal/bump mapping to simulate the effect instead of modeling it in