PR96571

NASHVILLE, Tenn., June 22, 2022 /PRNewswire=KYODO JBN/ --

--Firestone, a premier provider of industry-leading roofing, wall and lining

  systems, is becoming Elevate(TM)

--Elevate(TM) 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 the building sector.

Today, Firestone Building Products is proud to announce that it is adopting the

Holcim name and brand identity, becoming the Holcim Building Envelope division

of its Solutions & Products Business Unit. Firestone's iconic brand, a

recognized industry leader in roofing, wall and lining systems, becomes

Elevate(TM), symbolizing 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. It unites some of the most trusted and

high-quality brands in its sector including Gaco, GenFlex and Malarkey Roofing

Products, as well as Elevate, the new brand name for Firestone roofing systems.

"Over the past 40 years, Firestone has built a reputation as a leader and

innovator in the commercial roofing sector. And now we are making it official;

we are uniting Firestone Building Products' iconic legacy with Holcim's future

focus on accelerating green growth," said Jamie Gentoso, global head, Solutions

& Products for Holcim. As we open this new chapter of growth with star brands

from Elevate to Malarkey, I am committed to contributing to our customers'

success with a rigorous focus on advanced solutions, superior quality and

innovation."

ELEVATE

Firestone, a premier provider of industry-leading roofing, wall and lining

systems, is becoming Elevate. Building on Firestone's iconic brand and legacy,

Elevate represents Holcim's commitment to deliver superior quality and

innovation with advanced building solutions. The Elevate brand will provide the

highest quality products and solutions to solve the industry's shared

challenges.

Under the new Elevate brand, the people, products and standards trusted in the

industry will remain the same. Sales Representatives and distribution networks

will continue to provide the same superior customer service and product

support. Customers will see Elevate evolve as the brand name on trusted

products like RubberGard(TM) EPDM and UltraPly(TM) TPO, all of which will

remain in the market. Plus, the high-quality solutions, network of licensed

applicators and industry-leading warranties will remain unchanged.

HOLCIM

Firestone Building Products is becoming the Holcim Building Envelope division

within its Solutions & Products Business Unit. It unites a powerful portfolio

of respected brands that provide breakthrough solutions for commercial and

residential customers around the world. While the core of the company remains

the same, Holcim's building envelope division will be committed to developing

the highest quality products and processes globally—raising the standards of

building solutions by ensuring they are both innovative and sustainable, while

also addressing local needs.

"Together, Holcim and Elevate are committed to growing to new heights with our

customers and partners," continued Gentoso. "We look forward to building our

new future together!"

About Holcim

Firestone Building Products is becoming Holcim. Holcim builds progress for

people and the planet. As a global leader in innovative and sustainable

building solutions, Holcim is enabling greener cities, smarter infrastructure

and improving living standards around the world. With sustainability at the

core of its strategy Holcim is becoming a net zero company, with its people and

communities at the heart of its success. The company is driving circular

construction as a world leader in recycling to build more with less. Holcim is

the company behind some of the world's most trusted brands in the building

sector including ACC, Aggregate Industries, Ambuja Cement, Disensa, Geocycle,

Holcim, Lafarge and Malarkey Roofing Products. Holcim is 70,000 people around

the world who are passionate about building progress for people and the planet

through four business segments: Cement, Ready-Mix Concrete, Aggregates and

Solutions & Products.

SOURCE: Firestone Building Products

CONTACT: Christine Azzolino, Coyne PR, FirestoneBP@coynepr.com