Elevate
Corporate brand
UnclaimedElevate is Holcim's roofing and building-envelope brand, formerly known as Firestone Building Products.
Last updated August 25, 2026
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Overview
Elevate is a building-products brand operated by Holcim, focused on roofing and broader building-envelope solutions. The brand was previously known as Firestone Building Products, commonly abbreviated as FSBP, before Holcim introduced the Elevate identity in June 2022. Its portfolio includes single-ply roofing membranes, asphalt-based roofing membranes, polyiso insulation and related roofing accessories. The brand's business is oriented toward commercial and industrial construction applications rather than consumer packaged goods. Its products are intended to form, protect or improve the performance of roofs, walls and other building-envelope assemblies. This places Elevate within the construction-materials sector, with offerings used by building owners, contractors, architects, designers and other construction professionals. Holcim completed its acquisition of Firestone Building Products on April 1, 2021. The transaction brought the former Firestone Building Products business into Holcim's building-materials portfolio. On June 21, 2022, Holcim rebranded FSBP as Elevate, establishing a distinct brand identity for the business while retaining its focus on roofing and wall-system solutions. Elevate operates 21 manufacturing facilities in North America and also maintains international facilities and support capabilities. The brand's stated geographic reach includes Canada, Europe, the Middle East, Asia, Latin America and the Caribbean. Its manufacturing and support network allows it to serve regional construction markets with membrane systems, insulation and accessories. The available reference material does not identify a separate public listing, ticker, standalone founder or standalone headquarters for Elevate. The brand is best understood as a Holcim-owned operating brand rather than an independently listed company. Its present positioning is centered on building-envelope performance, roofing systems and related construction products.
History
Elevate developed from the business formerly known as Firestone Building Products. Before the rebrand, that business supplied roofing and related building-envelope products, including single-ply and asphalt-based membranes, polyiso insulation and roofing accessories. Its product scope also included solutions for walls and linings. A major corporate change occurred on April 1, 2021, when Holcim completed its acquisition of Firestone Building Products. The acquisition placed the business within Holcim, a major global building-materials group, and changed the corporate context in which the roofing operation was managed and presented to customers. On June 21, 2022, Holcim changed the FSBP identity to Elevate. The new name created a distinct brand under Holcim while continuing the operation's established focus on roofing, insulation, wall and lining solutions, and roofing accessories. The available reference material does not describe a separate founding event for Elevate itself, so its history is most accurately presented as the continuation and rebranding of the former Firestone Building Products business. Elevate's manufacturing footprint includes 21 facilities in North America. The brand also has international facilities and support coverage in Canada, Europe, the Middle East, Asia, Latin America and the Caribbean. These operations support a geographically broad construction-products business serving professional building markets. Specific plant locations, executive appointments, individual product launch dates and detailed operating or financial results are not identified in the supplied reference material.
Products and positioning
A professional building-envelope and roofing-solutions brand serving commercial and industrial construction markets through membranes, insulation, wall and lining systems, and related accessories.
Roofing membranes
Single-ply roofing membranes
Single-ply roofing membranes are a core Elevate product category. They are used in roofing assemblies for commercial and other professional construction applications, forming a membrane layer intended to protect buildings from weather exposure. The supplied reference material does not specify individual product names, formulations or launch dates.
Roofing membranes
Asphalt-based roofing membranes
Elevate produces asphalt-based roofing membranes as part of its roofing-systems portfolio. These products serve building-envelope applications and complement the brand's single-ply membrane offering. Specific system names, technical specifications and introduction dates are not provided in the available material.
Insulation
Polyiso insulation
Polyiso insulation is another identified Elevate product category. It is used in roofing and building-envelope assemblies alongside membrane systems. The reference material confirms the category but does not provide product-level specifications, performance data, model names or launch chronology.
Roofing components
Roofing accessories
Elevate also supplies roofing accessories intended to support complete roofing-system installations. The available source does not enumerate the accessory range or identify particular component names, so this entry is limited to the documented category.
Building-envelope systems
Wall and lining solutions
The brand's documented scope includes solutions for walls and linings in addition to roofing products. These offerings extend Elevate's role from a membrane supplier to a broader building-envelope brand. No specific wall or lining product families are identified in the supplied reference.
Brand decisions
2022
Rebranding of FSBP as ElevateStrategyBackground
Following Holcim's acquisition of Firestone Building Products, the group established a new identity for the roofing and building-envelope business.
Action taken
Holcim rebranded Firestone Building Products, or FSBP, as Elevate on June 21, 2022.
Aftermath
Elevate became the operating brand used for the documented roofing, insulation, wall, lining and accessory portfolio.
2021
Acquisition of Firestone Building Products by HolcimM&ABackground
Firestone Building Products was acquired as part of Holcim's expansion and management of its building-materials portfolio.
Action taken
Holcim completed the acquisition on April 1, 2021.
Aftermath
The acquired business subsequently operated under Holcim and was later given the Elevate brand identity.
Recent events
Reported
Elevate acquires Lupl[2]
Elevate, an AI-powered law company, announced the acquisition of Lupl, an AI-native legal project management and workflow automation platform, to expand its software business and extend the platform across its global customer base.
Reported
Elevate announces Series A funding[3]
Elevate announced that it raised $12 million in Series A funding, bringing its total raise to $15 million.
Reported
Elevate makes its benefits platform public[3]
Elevate announced its formal public launch after a year in stealth, offering a consumer-directed benefits platform for employers and employees.
- Unconfirmed
Reported
Uber sells Elevate to Joby Aviation[4]
Uber sold its flying taxi unit Elevate to Joby Aviation. The companies described the transaction as an expanded partnership; Uber also agreed to invest an additional $75 million in Joby.
Reported
Uber agrees to transfer Elevate to Joby Aviation[5]
Uber agreed to transfer its air-taxi enterprise, Elevate, to Joby Aviation. The transaction was announced Tuesday and was expected to close in early 2021.
Weekdays and relative dates follow the original report; their exact calendar dates have not been verified.
Reported
Ashurst partners with Cognia Law and Elevate[6]
Ashurst said it was enhancing its Ashurst Advance business through a partnership with flexible lawyering firms Cognia Law and Elevate. The enhanced service was planned to launch initially in Australia and the UK, with a global rollout intended later.
Sources7 sources
- 1Elevate (brand)en.wikipedia.org
- 2Elevate 收购 Luplfinanznachrichten.de
- 3Elevate宣布获得A轮融资prnewswire.com
- 4Uber 将 Elevate 出售给 Joby Aviationbbc.co.uk
- 5Uber同意将Elevate转让给Joby Aviationtechcrunch.com
- 6Ashurst 与 Cognia Law 和 Elevate 建立合作canadianlawyermag.com
- 7Uber sells flying taxi business to Joby Aviationfoxbusiness.com
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