Systematic rubber friction experiments are discussed and used as a basis to evaluate two rubber friction theories which have recently been published. An explicit characterization of the surface topography of the applied asphalt road surface and the complex viscoelastic modulus at different levels of strain amplitude is performed to facilitate the application of the friction models. Using modulus data recorded at elevated levels of dynamic strain amplitude, a good match between friction data and the prediction of both friction theories is achieved for sliding speeds up to a few cm/s.