NASHVILLE, Tenn. — Firestone Building Products announced 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™, 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.