This story’s taken some time to take root since the tire maker announced a new formulation effort back in 2014. Active Junky’s weeded out the hyperbole with a recent push to find a replacement for 10%-30% of a tire’s composition, one that has environmental consequences attached to growing, harvesting and transporting rubber. Even with intense R&D centered in the Fraunhofer Institute, demonstration units started circulating only in the last 90 days. Full product is five to ten years away. Active Junky’s looking forward to more conscientious MTB tires and running shoe outsoles that don’t have to tiptoe their way into outdoor settings. Read more here.