Calhoun, Ga. -- Mohawk’s 2018 theme, “Activate the Future,” launched at The International Surfaces Event (TISE), is all about activating product innovation, brand leadership and marketing programs for the future of retail. Mohawk aims to position retailers to succeed with innovative product programs and merchandising, focusing on new product campaigns, coined “Product Heroes,” that showcase Mohawk’s innovations in soft and hard surface. Product Heroes will be featured in special advertising campaigns throughout the year.

“Mohawk is evolving and innovating to ensure every aspect of the retail and consumer experience is best-in-class,” said Karen Mendelsohn, senior vice president of marketing. “In 2018 and beyond, Mohawk will activate the strength of our entire portfolio of brands by bringing them together – shifting from a collection of brands to a family of brands. Our groundbreaking digital programs and merchandising systems, centered on the Product Heroes strategy, will create exciting journeys for consumers and drive traffic to loyal retailers.”

Mohawk Product Heroes include: Air.o, SmartStrand, SolidTech, and RevWood Plus.

Air.o is latex- and odor-free and produces no harmful VOCs. It does not absorb moisture, preventing the growth of allergens such as mold, mildew, and dust mites. Air.o also provides superior airflow and releases dust and dirt more easily when vacuuming. Constructed using an innovative, tension-free process, Air.o is dimensionally stable and will not wrinkle or delaminate. It requires no additional cushion, no tack-strip at edges and no power stretching or seaming iron. It is soft and flexible, which makes it easier to handle and faster to install.

The innovative fibers in SmartStrand were designed to maintain their beauty, superior softness and durability–resisting crushing and matting. Advanced Nanoloc technology encapsulates the fiber and will not wear or wash off, making SmartStrand easy to clean. In fact, it is three times easier to remove pet hair, soil and dander. Plus, SmartStrand is the only carpet to feature All Pet Protection and Warranty. This year, Mohawk is adding ActivFresh technology to its SmartStrand Silk line. ActivFresh actively neutralizes and eliminates odor-causing bacteria within the carpet.

Mohawk’s SolidTech ushers in a new generation of rigid vinyl that allows consumers to have elegant style, durability, and cleanability in an easy-to-install product. It combines the strength and rich visual of real hardwood with the style, durability and cleanability of luxury vinyl tile or laminate. Its Uniclic MultiFit locking system creates an impenetrable lock between planks, forming a waterproof barrier. In addition to this barrier, SolidTech’s core construction is 100% waterproof, insuring its ability to perform in any room. SolidTech also features Mohawk’s All Pet Protection and Warranty.

RevWood planks offer impressive, reliable durability that resists stain, scratches and dents and is 100% waterproof. Spills, accidents and tracked-in stain-makers are kept on the surface for quick, easy cleanup thanks to Uniclic MultiFit technology, the industry’s leading glueless locking system. RevWood Plus also features All Pet Protection & Warranty. Being 100% waterproof, RevWood Plus is ideal for families with pets. Routine sweeping and wet mopping keeps RevWood Plus floors looking new.

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