Firestone Building Products rebrands as Elevate

Nashville, Tennessee – Firestone Building Products, formerly part of Bridgestone Americas, has rebranded as Elevate as part of its integration into the Holcim Building Envelope division.

In a statement 21 June, the Nashville-based supplier of roofing, wall and lining systems, said the new brand symbolised Holcim’s “continued commitment to deliver superior quality and innovation with advanced building solutions.”

Holcim’s range of building envelope solutions includes wall, lining and waterproofing systems for commercial and residential applications.

Overall, the division represents brands such as Gaco, GenFlex and Malarkey Roofing Products, as well as Elevate.

The construction materials and products group acquired Firestone Building Products in a $3.4 billion (€2.8 billion) deal in April last year.

Bridgestone divested the company to further focus on providing tires and advanced mobility solutions to customers.