Mohawk upping the ante with latest zoo challenge

Home Inside FCNews Mohawk upping the ante with latest zoo challenge

DALLAS—They say everything is bigger in Texas and Mohawk Industries’ latest SmartStrand Zoo Challenge proves the point. Last summer, more than 1,000 square feet of the innovative fiber was installed in the enclosure of a 2,800 pound Black Rhino at the Birmingham, Ala., zoo for two weeks to test its performance. The event was such a success, Mohawk decided to up the stakes this year. So it turned to the Dallas Zoo for help, by installing carpet under the world’s largest land mammal—the African Elephant. But here’s the kicker: Six elephants, not one, will be turned loose on the carpet for two weeks.

David Duncan, the mill’s vice president of marketing, said combined the half dozen pachyderms weigh 45,000 pounds, or more than 22 tons of “brutal force testing the resiliency of the carpet.”

After the two weeks, the carpet will be removed and cleaned. By “showcasing its supreme resiliency,” Duncan explained, “consumers will be confident in putting SmartStrand in their own wildlife situations at home.”

In addition to the elephant test, Mohawk is introducing a “Human Habitat” where zoo guests can visit four household situations, each incorporating Mohawk products—carpet, laminate, ceramic and the new strand woven bamboo—allowing visitors to see firsthand how the flooring is tough enough to stand up to their daily needs.

Special Zoo Challenge T-shirts will be sold, benefitting the Dallas Zoo’s “Zoo2Wild” conservation fund, and other supporting field conservation partnership programs.

Mohawk is providing comprehensive point-of-purchase kits and other materials to help retailers tap into the promotion.

Watch the animals in action at

(Editor’s note: Like last year, we will be following the challenge from beginning to end in FCNews, on and on our social networking sites, including Facebook, Twitter and Flickr for complete coverage.)

Must Read

The 2023 NAFCD + NBMDA Convention targets distribution

Chicago—This fall, NAFCD and NBMDA will bring together the leaders of the flooring and interior building material distribution community for the 2023 NAFCD +...

Novalam adds i4F technologies to enter global SPC market

Nules, Spain—i4F announced that Novalam Innovacion SA has signed an i4F drop-lock technologies license agreement for its entry into the global stone polymer core...

Tile of Spain releases 2023 Look Book

Miami, Fla.—Tile of Spain has released its 2023 Look Book. Celebrating the beauty and authenticity of Spanish ceramic design, the Tile of Spain USA...

Shintech joins RFCI

La Grange Ga.—The Resilient Floor Covering Institute (RFCI) announced that Shintech, Inc., has become an associate member of RFCI. Shintech is a supplier of...

Annual Flooring Product Guide 2023

New products are the lifeblood of the retail flooring industry, and dealers sometimes stake their reputations on selecting winning products that will resonate with...

USGBC recognizes Shaw Industries for sustainability efforts

Washington, D.C. – The U.S. Green Building Council (USGBC) named Shaw Industries a 2023 Leadership Award recipient during a special ceremony here earlier this...
Some text some message..