Elevate Roofing Systems, Formerly Firestone Building Products
Elevate is the current name for what was, until a 2022 rebrand, Firestone Building Products. Swiss building-materials company Holcim acquired the business and renamed it, but the product lines and manufacturing behind the name are largely a continuation of Firestone's long-running commercial roofing catalog. We still occasionally hear owners ask for Firestone by name, and we explain the rebrand plainly when that comes up.
The Rebrand and Why It Happened
Firestone Building Products had operated as a distinct commercial roofing manufacturer for decades, built substantially on the strength of its EPDM rubber roofing line - Firestone was one of the earliest and largest EPDM manufacturers in the country. When Holcim acquired the business, it rebranded the company as Elevate as part of folding it into Holcim's broader building-materials portfolio. The manufacturing facilities, much of the technical staff, and the core product formulations carried over through that transition.
What Actually Changed and What Didn't
The name on the roll of membrane changed; the underlying product chemistry for existing lines largely did not change overnight. Product names and packaging have been updated over time under the new Elevate brand, and new products have been introduced under Holcim's ownership, but a roof installed under the Firestone name and a comparable current Elevate product are typically closer cousins than an owner might assume from the branding change alone. We verify current product specifications directly rather than assuming anything carried over unchanged.
Holcim's Broader Building-Materials Business
Holcim itself is a large, diversified building-materials company with operations well beyond roofing membrane, spanning cement, aggregates, and other construction materials internationally. That scale doesn't change what shows up on a Laredo roof deck, but it does mean the Elevate roofing business now sits inside a larger corporate structure than Firestone Building Products operated as on its own, which is worth an owner knowing when they're researching who actually stands behind a warranty decades from now.
The EPDM and TPO Product Lines
Elevate's current catalog includes EPDM in both black and white formulations, TPO membrane, and a range of insulation and coating products, continuing the breadth Firestone offered previously. Their EPDM line in particular remains one of the more established options in that category, given the company's decades of manufacturing history in rubber roofing specifically.
- Current product documentation pulled directly from Elevate, not assumed from legacy Firestone literature
- EPDM and TPO options evaluated against the building's specific needs
- Warranty terms confirmed under the current Elevate program, not the prior Firestone terms
- Component compatibility verified for any recover project involving older Firestone-branded material
- Product data sheets kept on file under the current brand name for future reference
Warranty Paperwork After the Name Change
For roofs originally installed under Firestone's name that are still within a warranty term, the warranty obligations generally transferred to Elevate as the successor company, but we confirm the specific status of any older warranty directly with the manufacturer rather than assuming continuity, particularly on a re-cover or repair project involving a roof installed years before the rebrand.
What This Means for a Recover Project on an Older Firestone Roof
Laredo has a real number of buildings out there with an aging Firestone EPDM or TPO roof nearing the end of its service life. On a recover or partial replacement of one of those roofs, we check whether the existing membrane and any remaining warranty term are still tied to Firestone's original documentation or have been migrated into Elevate's current records, since that affects both the paperwork trail and which specification sheet governs compatible repair materials.
On new work, Elevate's EPDM line competes closely with Carlisle's on jobs where a building's deck condition calls for rubber membrane over TPO, and their TPO line competes with the same set of manufacturers covered elsewhere on our manufacturers pages. We don't treat the Firestone legacy as a reason to prefer Elevate on a new installation; we evaluate current product data, warranty terms, and pricing the same way we would for any manufacturer without an established history on this specific building.
Contractors experienced with Firestone's older EPDM and TPO systems generally carry that field experience directly over to the current Elevate product line, since installation methods for the membrane itself didn't change with the rebrand - only the name on the roll and the paperwork behind it did.
Questions About Elevate and the Firestone Transition
Is Elevate the same company as Firestone Building Products?
It's the current name for that business following Holcim's 2022 acquisition and rebrand; the manufacturing and much of the product lineup carried over from Firestone.
Will my old Firestone warranty still be honored?
Warranty obligations generally transferred to Elevate as the successor company, but we confirm the specific status directly with the manufacturer for any active older warranty rather than simply assuming continuity.
Does Elevate still make EPDM roofing?
Yes, EPDM remains a core part of their current catalog in both black and white formulations, continuing Firestone's long EPDM manufacturing history.
Why did the name change to Elevate?
Holcim, the large Swiss building-materials company that acquired the Firestone Building Products business, rebranded it as part of integrating it into Holcim's broader portfolio.
Do you still have access to older Firestone product specifications if needed?
Yes, for recover or repair work on an older Firestone-branded roof, we pull the relevant legacy documentation and confirm current compatibility with Elevate's present product line.
