In a unique collaboration celebrating the spirit of American workers, Budweiser and Dickies have launched an exclusive limited-edition apparel collection known as the “Genuinely Earned” series. The collection not only honours the hard work of everyday heroes but also offers a unique opportunity for consumers to win one of the highly sought-after jackets.
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The standout piece in this special collection is the “Dickies x Budweiser Genuinely Earned” jacket, a signature Eisenhower coat enhanced with an array of embroidered Budweiser patches. While only 100 of these exclusive jackets are available, the rest of the collection includes a variety of clothing items such as T-shirts, a hoodie, and work trousers. These items are available for purchase starting from Tuesday, 15 September.
To win one of the coveted jackets, individuals aged 21 or older are invited to participate in the Genuinely Earned Social Media Contest. Participants can nominate an “everyday hero” from their communities via social media, sharing the stories of those who deserve recognition for their hard work. Nominations can be made through the brands’ respective social media posts, and submissions are open until Monday, 21 September.
Todd Allen, Senior Vice President of Marketing for Budweiser at Anheuser-Busch, emphasised the collaboration’s purpose. “Together, we’re celebrating the people who earn their success every day and giving them something that’s truly earned, not bought,” he remarked in a recent statement. His sentiment reflects a desire to honour those who contribute significantly to their communities through dedication and hard work.
Joey Gabbay, the CEO of Bluestar Alliance—who acquired Dickies in 2025—also shared insights on the collection’s significance. He believes that the collaboration embodies a connection between the two brands, inspired by generations of consumers who have embraced both Budweiser and Dickies. This partnership aims to celebrate the craftsmanship and legacy inherent to both brands.
The overall collection merges vintage Budweiser graphics with reimagined designs from Dickies that reflect various American communities and traditions. Among the featured items is the “150-Year Icon Pullover” hoodie, which commemorates Budweiser’s impressive 150-year legacy through its graphics, alongside the unique “Can” T-shirt that adds to the collection’s flair.
Moreover, the “Duck Double Knee Carpenter Pants” offer a practical yet stylish option, complete with co-branded elements such as an embroidered back yoke, metal button, and an interior waistband that underscores the partnership. Prices for these items generally range between £20 and £70, making them accessible to a broad audience.
Fans of the collection can find these items available for purchase online through various platforms, including the Dickies website and selected retailers. A second drop of products is expected to arrive in November 2026, with further details to follow.
For those interested in the contest and additional information regarding the collection, further details can be found at Budweiser.com and through the brands’ social media handles, @BudweiserUSA and @Dickies. This collaboration not only celebrates the heritage of both brands but also engages communities in a meaningful way, encouraging individuals to recognise and reward the efforts of unsung heroes in their lives.
As the campaign gears up, both brands aim to foster a sense of unity and appreciation among workers across America while offering stylish and functional apparel that resonates with customers.