Rubber composites are widely used for industrial applications as tire manufacturing, sealing and others. During their service life, these materials undergo complex mechanical loadings resulting in local damage, whose evolution may lead to the material breakdown. Understanding damage mechanisms and their effect on the macroscopic mechanical response of the material is essential for developing durable and safe products. In some studies the macroscopic strain fields of rubber composites are characterized through 3D digital image correlation, 3D-DIC, while others focus on microscopic analysis via micro-computed x-ray tomography, µCT, for detecting damage and its development. However, there is no clear link between macroscopic mechanical behavior and microstructure damage mechanisms. To address this, we propose a multiscale characterization approach to better identify and understand the origin of the damage mechanisms in different rubber composites deformed under cyclic tensile loading. The proposed methodology consists of first carrying out µCT scans on the pristine samples for assessing the initial morphology. Then, samples are submitted to cyclic tensile testing coupled with 3D-DIC. Finally, µCT is used in the case of deformed samples to observe damage after the mechanical loading. The main results of 3D-DIC show a macroscopic strain concentration in specific regions of the material. µCT scans reveal that these regions exhibit an important density of cracks and/or fillers, promoting such heterogeneous strain field. Thus, combining these two techniques allows for gathering qualitative and quantitative information on mechanical behavior and the related damage mechanisms.