DECARBONIZING THE 260 MMT CO2/ YEAR STEAM CRACKING INDUSTRY THAT MAKES ETHYLENE AND BUTADIENE BY-PRODUCT IS NECESSARY TO ACHIEVE NET-ZERO EMISSION BY 2050. BUTADIENE A KEY PRECURSOR OF TIRES IS LARGELY CONSUMED BY BRIDGESTONE WHICH AIMS TO USE 100% SUSTAINABLE MATERIALS BY 2050. AS PART OF THIS GOAL BRIDGESTONE IS WORKING TO DEVELOP A FIRST-OF-KIND END-OF-LIFE RECYCLING PROCESS FOR TIRE MATERIAL CIRCULARITY AND THE DECARBONIZATION OF NEW TIRE PRODUCTION. THE OBJECTIVE IS TO CONDUCT PILOT SCALE DEMONSTRATION FOR EXTENDED TIME ON STREAM WITH THE GOAL OF COMMERCIAL DEPLOYMENT. THIS INCLUDES DEVELOPMENT OF ENGINEERED CATALYSTS AND THEIR EVALUATION UNDER INDUSTRIALLY RELEVANT CONDITIONS COUPLED WITH TECHNOECONOMIC ANALYSIS AND LIFE CYCLE ASSESSMENT AS WELL AS DESIGN, DEPLOYMENT, AND OPERATION OF THE PROCESS AT PILOT SCALE.