This study compared the reinforcing effect of sand by Geocell to those of newly devised Tirecell$^{circledR}$ made by waste tires, tire mat by sidewalls of tires. Plate loading tests in a large chamber were conducted for different reinforcing materials at the same conditions of relative density, embedded depth of sand. The combination of Tirecell and sidewall gives the highest increase of bearing capacity and reduction of settlement. The Geocell with the same height of Tirecell gives similar reinforcement effect to the tire mat made by sidewalls.