Coupling of the temperature and velocity fields is one of the advanced areas in the modeling of metal forming in recent years. The rolling of ribbed strip is a new forming process that has the deformation characteristics of strip and shape rolling and a major feature of this strip is that there is a local perturbation of the deformation on the flat strip. The innovation of this paper is a combination of the temperature and velocity fields for the rolling of ribbed strip employing a 3D rigid-plastic Finite Element Method (FEM). From the new method of simulation for ribbed strip rolling, the fields of stress, strain rate, velocity and temperature are obtained. The rolling force obtained from the coupled analysis is compared with that from the non-coupled simulation, which shows that the coupled results are closer to the measured values. © Blackwell Publishing.