I think what codemastr is trying to explain to you is that when the wheel was invented it was the same shape as it is today, round. If you can change the shape of the wheel to improve on it then good luck. Tyre rubber is largely still natural too, sorry to say. The main additives to rubber used in tyre manufacturing is carbon (for the colour) and the steel or nylon or canvas used in the reinforcing belts. The main diference in modern tyres is the type of plying used, old tyres were crossply whereas today most are radial ply, but that is still old-tech as bike tyres have been radial ply for a very long time.
