A rubber composition having a reinforcing filler of activated carbon having a pore volume of 0.15 cc/g or more, a weight average particle size of less than 140 microns, and a differential characteristic curve of pore volume versus adsorption potential by the GAED or equivalent method having a peak value at less than 5 cal/cc. The rubber composition may have activated carbon as the primary reinforcing filler at a loading of from 25 to 250 phr. Also described is a method including the steps of selecting a charcoal material, grinding the charcoal material, activating the charcoal material, and mixing the activated carbon into a rubber composition as the primary reinforcing filler.