Dickies and Budweiser are teaming up to celebrate hard work, American heritage and Budweiser’s 150th anniversary with a co-branded apparel collection and limited-edition jacket sweepstakes.
The hero item in the capsule is the Dickies x Budweiser Genuinely Earned jacket, a limited-edition piece that cannot be purchased but will be given to 100 people who win a Genuinely Earned social media contest.
The contest is intended to recognize the people and communities that embody both brands. Americans age 21 and over can submit an everyday hero in their community through social media on the Budweiser and Dickies sites now through Sept. 21 and winners will be gifted the jacket.
For those not lucky enough to snag the jacket, there will be a Dickies x Budweiser collection of men’s and women’s apparel, featuring vintage-inspired Budweiser graphics and 150th anniversary branding. Key styles will include an Eisenhower jacket, the 150-Year Icon hoodie, the Duck Double Knee carpenter pants and the Can short-sleeve T.
Joey Gabbay, chief executive officer of Bluestar Alliance, owner of Dickies, said: “Dickies and Budweiser have long stood alongside the same communities, united by shared values and traditions. This collection brings that connection to life through pieces inspired by the people who have embraced both brands for generations.”
The 52-piece capsule collection will retail for $25 to $85. A second product drop will follow in November. It will be available beginning Tuesday on the Dickies website and at select retailers.
Todd Allen, senior vice president of marketing for Budweiser at Anheuser-Busch, said: “Budweiser has always been the beer you reach for after a hard day’s work. Dickies is the uniform you trust to get you through it. Together, we’re celebrating the people who earn their success every day and giving them something that’s truly earned, not bought.”
