News Release

Jun 04 2025

Introducing V-Force FR Introducing V-Force FR

Introducing V-Force FR Vapor Barrier June 3, 2025 We’re excited to announce the launch of V-Force FR — a premium, impermeable, self-adhered vapor barrier designed to increase installation efficiency while meeting stringent fire requirements! Featuring an innovative acrylic adhesive and polypropylene facer, this vapor control membrane can achieve a FM Class 1 fire rating direct to steel without the need for a non-combustible se...

May 20 2025

Introducing Mountain Black: Bold Contrast, Timeless Impact Introducing Mountain Black: Bold Contrast, Timeless Impact

Jan 16 2025

Introducing Twin Jet Y Introducing Twin Jet Y

We’re excited to introduce Twin Jet Y, the industry’s first* FM-approved spatter pattern adhesive in canisters for board-to-board applications! Elevate Twin Jet Y is a superior solution formulated for maximum efficiency, versatility, and sustainability. This two-component, LVOC, low-rise polyurethane adhesive is designed for attachment of Elevate insulation and Elevate XR (fleece backed) membranes to approved substrates, per Elevate spe...

Nov 21 2024

2025 Elevate Excellence Awards 2025 Elevate Excellence Awards

Open to all Elevate Licensed Contractors, this opportunity is for Elevate-warranted projects completed between January 1, 2024, and December 31, 2024. Don’t miss out on this chance to shine a spotlight on your best work, receive industry-wide recognition, and enjoy exclusive rewards! How to Enter: Ensure Your Project Meets the Requirements: Confirm that your project is complete and meets all eligibility criteria. Only Eleva...

Oct 31 2024

Introducing Elevate MAX PVC and MAX PVC XR Roofing Systems Introducing Elevate MAX PVC and MAX PVC XR Roofing Systems

May 01 2024

Celebrating the Opening of New LEED-Certified Facility in Salt Lake City Celebrating the Opening of New LEED-Certified Facility in Salt Lake City

We are thrilled to announce the grand opening of our new state-of-the-art manufacturing and distribution center in Salt Lake City, Utah! This facility marks a significant expansion of service to the western U.S. and Canada markets, and embodies our commitment to customer-focused improvements and sustainability. The opening of our Salt Lake City plant represents the newest addition to our ongoing series of investments fo...

Mar 29 2024

Elevate Canada 35 Year Anniversary Elevate Canada 35 Year Anniversary

Mississauga, ON (May 2, 2024)— Elevate, a leading brand in the Canadian roofing industry, is proud to celebrate 35 years of collaboration, partnership, and community. Since 1989, Elevate has been at the forefront of delivering reliable and robust commercial roofing solutions across Canada with the support of dependable distribution partners and licensed contractors. A Journey of Milestones Over the past 35 years, Elevate has ach...

Mar 29 2024

Our Name Evolves, Our Quality Endures Our Name Evolves, Our Quality Endures

In June 2022, we announced that our Firestone brand of roofing, wall, and lining system products was adopting a new name — Elevate. Today, we have fully discontinued use of the Firestone brand. Our parent company adopted the Holcim name and brand, and our business unit and products are Elevate. Rest assured, the roofing, wall, and lining products manufactured and sold by Elevate are the same as those previously manufactured and sold. Ele...

Mar 11 2024

2024 Master Contractor Program Award Recipients 2024 Master Contractor Program Award Recipients

NASHVILLE, Tenn. (March 11, 2024) – Elevate™, a premier brand of roofing and lining systems, announced the 2024 recipients of its Master Contractor program, which recognizes the most elite commercial roofing contractors in North America and Latin America. Elevate announced the 2024 recipients in Puerto Rico as part of the annual Master Contractor celebration. All Elevate Red Shield™ licensed contractors are automatically eligible for the...

Jun 21 2022

FIRESTONE BUILDING PRODUCTS UNVEILS NEW BRAND IDENTITY FIRESTONE BUILDING PRODUCTS UNVEILS NEW BRAND IDENTITY

Firestone, a premier provider of industry-leading roofing, wall and lining systems, is becoming Elevate™ Elevate™ symbolizes Holcim’s continued commitment to superior quality and innovation for advanced building solutions Firestone Building Products becomes Holcim’s Building Envelope division, a key growth engine of its Solutions & Products business unit New group identity brings together some of the country’s most trusted brands in ...