Mohawk Charges Toward a Better Tomorrow with Partnership

Mohawk Industries has joined forces with winery and rhinoceros reserve Rhinory on a life-sized marketing campaign for SmartStrand carpet that is tied to a big cause.

“We are looking at this partnership as an opportunity to bring the rhino back,” says Mohawk’s senior vice-president of marketing, Kelli Widdifield. “Not only as a marketing initiative for our retail partners to demonstrate the sustainability, durability and cleanability of our product, but we are also literally helping bring the rhino back from a path toward extinction.”

Since 2008, more than 11,000 rhinos have been poached in Africa. To change the narrative and provide these animals with the care, attention and safety they deserve, Craig Stevens and his wife Chesney Castleberry opened Rhinory in the hill country of Texas in 2022.

“Visitors can experience rhinos in an environment much more personal than a zoo, drink world-class wines in a beautiful setting and help rhino conservation while doing it,” says Stevens.

The 55-acre ranch is home to the 4,000-pound rhino Blake. Blake’s living quarters will soon feature a soft, durable carpet, specifically a style from Mohawk’s new SmartStrand Colour Wall.

After Blake goes toe-to-toe with the capabilities of SmartStrand with All Pet, Mohawk will clean up and show side-by-side comparisons. The assets from this challenge, along with ideas for live wine demos, will be included in point-of-purchase kits for retailers and coincide with a multi-year campaign that includes online, social and in-store activations — all leading to a newly built website where visitors can learn more about the performance of SmartStrand and how they can support the cause.

“For us, this campaign is all about authenticity,” says Widdifield. “It is about conservation and doing something good in the world. We are excited to help bring even more rhinos to Rhinory and bring the rhino back for SmartStrand.”