The author proposes a new philosophy and theory for rubber friction that are significantly different from the existing classical theories. The total friction coefficient μall incorporates three factors including an adhesion term μadh, a deformation term μdef and a crack formation term μcrac. This generates an equation μall=μadh+μdef+μcrac≒μadh [1+K2（tanδ/√2+√2 Kεc）E−7/6 W1/6 ] where η is the viscosity of the uncross-linked phase, E the modulus of the cross-linked rubber, V sliding velocity, C crack length, W normal load, K1, K2, Kε are all coefficients. The adhesion term is the most dominant factor during rubber friction, which roughly contributes about 70～80% of the total friction coefficient as the zeroth approximation. The new theory might prepare a quite reasonable interpretation for the velocity and normal load dependence of the friction coefficient of the rubber, which is related closely to the formation of meniscus in the interface between the rubber and the solid.