How to reduce the noise of my tires?

Noise canceling technology 

With the arrival of electric cars, and therefore the absence of exhaust noise, the second largest source of noise in a vehicle is the tires. To reduce tire noise, the main technology is the addition of an acoustic strip. This is composed of a polyurethane foam that absorbs vibrations. Continental tires with the ContiSilent is one of the most popular on the market and claim reductions of up to 9db. A similar technology is offered by Michelin (Acoustic) and Pirelli (PNCS). 

Example of PNCS by Pirelli 

Other manufacturers reduce sound with a combination of tread design and rubber compound. The Brigestone Turanza Serenity Plus is one such tire with a design optimized for a quiet ride, which is very popular for luxury cars.