For its 25th anniversary, Four Peaks Brewing Co. reimagined its iconic Kilt Chaser Fun Run with a bold cultural hook. In partnership with FABRIC Tempe, the brand invited participants to ditch the denim and grab a kilt, turning a beloved community event into a conversation about textile waste and sustainability in the fashion industry.

The campaign culminated on Earth Day with reFABRICate, a live activation where local fashion artists transformed donated denim into repurposed designs. Equal parts fun run, fashion statement, and environmental call-to-action, the project blended community engagement, earned-media potential, and purpose-driven storytelling, proving that a legacy brand can still show up creatively, culturally, and responsibly.