Bridgestone Corporation took part in ImPACT (Impulsing PAradigm Change through disruptive Technologies) research program, which is nationally funded five-year R&D activity operated by the Cabinet Office, Government of Japan. In ImPACT program, Bridgestone tackled to realize resource saving, light weight, tires through innovative tough rubber compound with maintaining energy efficiency. Comprehensive and multi-faceted analyses for fracture mechanisms of rubber were carried out. The overall research framework, derived innovative material design concept and practical realization methodology with double network concept are reported in this paper.