Improving tire rolling resistance and durability is necessary to reclaim and sustain a “green” environment. Tire rolling resistance is mainly a function of the tread compound while non-tread components contribute 40% to the energy loss, mainly in the form of heat. Non-tread tire components employ phenol-formaldehyde resins (PFR) for various performance attributes. PFRs, in combination with methylene donors, improve the mechanical properties of rubber and are especially suited for reinforcing and bonding applications. However, these improvements come with a shortcoming. Specifically, an inherent increase in compound hysteresis (heat build-up) and a large Mullins effect. SI Group will present a patent pending additive solution to these shortcomings. This additive provides a synergistic effect when combined with HMMM and a PFR, resulting in a 25% decrease in internal heat build-up of a rubber compound and decreased Mullins effect. Furthermore, the additive provides internal heat build-up values equal to the those of a “blank” compound containing no PFR and no HMMM while maintaining mechanical properties similar to control samples. The synthesis and application performance of the additive will be discussed.