Article Number: 4802
Mohawk Puts SmartStrand to Ultimate Test
By Steven Feldman
BIRMINGHAM, ALA.—Mohawk has been touting the performance and durability attributes of its SmartStrand with DuPont Sorona renewably sourced polymer since its launch in 2005, claims that have been validated by retailers and consumers alike. But between Aug. 14 and Aug. 28, Mohawk put its carpet to the ultimate test: a 2,800-pound rhinoceros named Ricko.
Dubbed the SmartStrand Rhino Challenge, Mohawk installed 1,040 square feet of SmartStrand carpet in the 12-year-old black rhino’s enclosure at the Birmingham Zoo here in preparation for him trudging dirt, mud and muck onto the carpet for two weeks. Billy Cochran, the African animal keeper at the zoo, monitored the rhino while he romped, stomped, tromped and everything else that goes along with a wild, 1˝-ton animal. “Ricko produces 60 pounds of waste each day,” he said before the Challenge began. “He’ll put this carpet to the test in more ways than one.”
At the conclusion of the Challenge, local Floorscapes dealer Steve Issis, owner of Issis and Sons Carpet, was charged with the unenviable task of cleaning Ricko’s carpet. (See an upcoming issue of FCNews for the results.) “We were part of the test pilot and worked with Mohawk before the contest,” he said. “I have no doubt this carpet will clean up beautifully.” Issis has been selling SmartStrand from day one. “SmartStrand is bullet-proof. If we can clean it after a rhino has taken it on, consumers will have no problem with their kids and dogs.”
Heralded as the “ultimate test in carpet durability,” Ricko was even allowed to pick his own color for the carpet. Knowing that animals can be sensitive to various colors, three test swatches were brought in so the rhino could choose the most appealing color to him. And he did Mohawk no favors by choosing a light beige that most certainly showed everything.
Working closely with Ricko’s caretakers, the carefully controlled testing assured the rhino co-existed well with the carpet in his enclosure. Such careful monitoring made it apparent that he preferred a light beige over darker hues in green or brown.
After the beige was selected, the space was then designed by Mohawk’s expert craftsman and HGTV personality Chip Wade. “What better way to show the durability of SmartStrand carpet than putting it under the feet of the biggest and messiest of all zoo animals?” said Wade, who appears on the network’s “Designed to Sell” and “Curb Appeal” programs.
The zookeepers and daily visitors were not the only ones viewing Ricko and his antics. The entire event was broadcast live over the Internet at SmartStrandChallenge.com 24 hours a day for the entire two-week promotion.
The Challenge came as a result of a brainstorming session in March, where Mohawk’s marketing team conceived the idea to install SmartStrand carpet in a large zoo animal’s living area for a two-week period and show the public the results. “We all knew that we had the most advanced, next generation carpet on the market—without a doubt,” said Dave Duncan, vice president of marketing. “It’s powered by the science and the brand of DuPont and offers superior performance attributes like durability, lifetime stain protection, softness and is ecofriendly.”
Issis, who operates four stores in the Alabama area, believes whole-heartedly in SmartStrand. “People want durability, easy cleaning, great wearing and good looking carpet. This is the first soft surface to have all those qualities. There are a lot of people today who work on hard surfaces for many hours. At the end of the day, they want to take their shoes off and enjoy a soft carpet. SmartStrand gives you that.”
The uniqueness of SmartStrand was validated earlier this year when the Federal Trade Commission awarded SmartStrand Sorona a new subclass of traditional polyester called triexta (FCNews, April 6/13). “A new classification had not been registered in more than 50 years, so we certainly had reason to celebrate,” Duncan said.
SmartStrand triexta carpet made with DuPont Sorona is a sustainable flooring option that is also luxuriously soft. Thirty-seven percent of the product is constructed of Bio-PDO, which is made from corn sugar and is a renewable resource. Additionally, SmartStrand with DuPont Sorona provides superior stain resistance due to its engineering. Stain protectors are built into the carpet fiber and will never wear or wash off, Mohawk claims. It will even resist discoloration from bleach.
BIRMINGHAM, ALA.—Mohawk has been touting the performance and durability attributes of its SmartStrand with DuPont Sorona renewably sourced polymer since its launch in 2005, claims that have been validated by retailers and consumers alike. But between Aug. 14 and Aug. 28, Mohawk put its carpet to the ultimate test: a 2,800-pound rhinoceros named Ricko.
Dubbed the SmartStrand Rhino Challenge, Mohawk installed 1,040 square feet of SmartStrand carpet in the 12-year-old black rhino’s enclosure at the Birmingham Zoo here in preparation for him trudging dirt, mud and muck onto the carpet for two weeks. Billy Cochran, the African animal keeper at the zoo, monitored the rhino while he romped, stomped, tromped and everything else that goes along with a wild, 1˝-ton animal. “Ricko produces 60 pounds of waste each day,” he said before the Challenge began. “He’ll put this carpet to the test in more ways than one.”
At the conclusion of the Challenge, local Floorscapes dealer Steve Issis, owner of Issis and Sons Carpet, was charged with the unenviable task of cleaning Ricko’s carpet. (See an upcoming issue of FCNews for the results.) “We were part of the test pilot and worked with Mohawk before the contest,” he said. “I have no doubt this carpet will clean up beautifully.” Issis has been selling SmartStrand from day one. “SmartStrand is bullet-proof. If we can clean it after a rhino has taken it on, consumers will have no problem with their kids and dogs.”
Heralded as the “ultimate test in carpet durability,” Ricko was even allowed to pick his own color for the carpet. Knowing that animals can be sensitive to various colors, three test swatches were brought in so the rhino could choose the most appealing color to him. And he did Mohawk no favors by choosing a light beige that most certainly showed everything.
Working closely with Ricko’s caretakers, the carefully controlled testing assured the rhino co-existed well with the carpet in his enclosure. Such careful monitoring made it apparent that he preferred a light beige over darker hues in green or brown.
After the beige was selected, the space was then designed by Mohawk’s expert craftsman and HGTV personality Chip Wade. “What better way to show the durability of SmartStrand carpet than putting it under the feet of the biggest and messiest of all zoo animals?” said Wade, who appears on the network’s “Designed to Sell” and “Curb Appeal” programs.
The zookeepers and daily visitors were not the only ones viewing Ricko and his antics. The entire event was broadcast live over the Internet at SmartStrandChallenge.com 24 hours a day for the entire two-week promotion.
The Challenge came as a result of a brainstorming session in March, where Mohawk’s marketing team conceived the idea to install SmartStrand carpet in a large zoo animal’s living area for a two-week period and show the public the results. “We all knew that we had the most advanced, next generation carpet on the market—without a doubt,” said Dave Duncan, vice president of marketing. “It’s powered by the science and the brand of DuPont and offers superior performance attributes like durability, lifetime stain protection, softness and is ecofriendly.”
Issis, who operates four stores in the Alabama area, believes whole-heartedly in SmartStrand. “People want durability, easy cleaning, great wearing and good looking carpet. This is the first soft surface to have all those qualities. There are a lot of people today who work on hard surfaces for many hours. At the end of the day, they want to take their shoes off and enjoy a soft carpet. SmartStrand gives you that.”
The uniqueness of SmartStrand was validated earlier this year when the Federal Trade Commission awarded SmartStrand Sorona a new subclass of traditional polyester called triexta (FCNews, April 6/13). “A new classification had not been registered in more than 50 years, so we certainly had reason to celebrate,” Duncan said.
SmartStrand triexta carpet made with DuPont Sorona is a sustainable flooring option that is also luxuriously soft. Thirty-seven percent of the product is constructed of Bio-PDO, which is made from corn sugar and is a renewable resource. Additionally, SmartStrand with DuPont Sorona provides superior stain resistance due to its engineering. Stain protectors are built into the carpet fiber and will never wear or wash off, Mohawk claims. It will even resist discoloration from bleach.
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