The Rolling Contour Optimization Theory (RCOT) can lead to improved steering, fuel efficiency, riding comfort, and braking performance of tires relative to those of conventional shape. The conventional shape has been guided by natural equilibrium profiles, while the RCOT technology shape is guided by that of the tire in motion. This reduces useless distortions caused by running the tire under load. The RCOT design focuses on the distribution of belt and sidewall tension in the tire. Controlling tension in the belt and carcass area while the tire is in motion was the key to creating this new tire shape.