Small Throw Rug?

Question:In the realm of life this is one dumb question, but it sure bugs me. I bought a throw rug, its 4' X 3'. While on the shelf at the store it was folded in half. Now that it is home I cannot get that "fold" to flatten out. It sticks up almost an inch and everyone trips on it. How can I get rid of this what seems to be a permanent fold? I washed it, that didn't work, I set something heavy on it and that didn't work. I can't iron it because its got rubber on the back. Any ideas?

Answers:
try rolling it up backwards and let it sit outside in the heat for a week or so....
that will probably do the trick....
also roll it real tight and make sure their is no bend in the rug..