A reactive amphiphile, SA1, which comprises a mercaptodecyl oleophilic tail and a beta-alanine oleophobic moiety, has been introduced to serve as the building block for supramolecular filler. At least a fraction of SA1 reacts in situ during mechanically mixing and vulcanization with SBR via thiol-ene reaction. Some oxidative dimerization also concomitantly occurs to give DSA1. The chemical coupling between SA1 and SBR results in drastically improved filler domain dispersion. Short fibrous crystalline domains, which are likely composed of SA1, SA1 grafted to SBR, and DSA1, less than 10 nm in width and a few tens to one hundred nanometers in length are observed by TEM. The filler domains are evenly distributed in the SBR. In contrast, the simple filler PA1 forms large irregular aggregates on the length scale of hundreds of nanometers. The improved filler dispersion and filler-rubber interaction allow effective energy dissipation and result in significantly improved mechanical properties. A solution-mixing method proves feasible for mixing SA1 and SBR and actually has resulted in better mechanical properties than the mechanical mixing method. Since the conventional mechanical mixing method for rubber compounding is highly energy-intensive, avoidance of the mechanical mixing method is another practical advantage for the novel strategy of supramolecular reinforcement. (C) 2017 Elsevier Ltd. All rights reserved.