Dickies® x Budweiser Launch Exclusive Collaboration: Explore the Limited-Edition Genuinely Earned Jacket and Full Collection

Key Facts:

• Dickies and Budweiser have launched an exclusive collaboration celebrating hard work, American heritage, and Budweiser’s 150th anniversary with a limited-edition jacket and co-branded apparel collection.

• The collaboration’s centerpiece is the Dickies x Budweiser Genuinely Earned Jacket, a limited-edition item that cannot be purchased and will be awarded to 100 individuals through the Genuinely Earned Social Media Contest.

• In addition to the contest, the Dickies x Budweiser collection includes men’s and women’s apparel, such as hoodies, t-shirts and work pants featuring vintage-inspired Budweiser graphics and 150th anniversary branding, available now at Dickies.com and select retailers.

Dickies® and Budweiser, two legendary American brands built on the values of hard work, heritage and authenticity, are teaming up to celebrate the resilience and dedication of the workforce that powers the nation, day in and day out. As Budweiser celebrates 150 years of American tradition, the brands are launching an exclusive collaboration honoring the makers, builders and doers who embody the genuine American spirit.

Dickies workwear and Budweiser beer have long been the backdrop to real American life, from after work cheers to backyard barbecues. The collaboration pairs Dickies’ signature workwear apparel with Budweiser’s timeless and unmistakable tradition, drawing inspiration from the communities and moments that have made both brands enduring fixtures over time.

Dickies and Budweiser are spotlighting everyday heroes through the Genuinely Earned Social Media Contest. Nominate a hardworking 21+ person in your life for a chance to win the limited-edition Dickies x Budweiser Genuinely Earned Jacket—an exclusive piece available only through this contest. One hundred winners will receive the jacket, which celebrates American heritage and the hard-working spirit that defines both brands. It honors those who show up day after day without fanfare or recognition. Consumers 21+ can submit an everyday hero in their community via social media now through September 21, 2026, by commenting on @BudweiserUSA and @Dickies social posts and sharing a story of a hard-working 21+ person they admire using #GenuinelyEarned #Contest. Dickies and Budweiser will reward the one hundred hardest workers with this esteemed Dickies x Budweiser Genuinely Earned Jacket because after all the hard work they’ve put in, they’ve #GenuinelyEarned it.*

Todd Allen, SVP 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.”

Beyond the contest, Dickies and Budweiser are launching a licensed apparel collection available starting today at dickies.com and select retailers. Each piece incorporates vintage-inspired Budweiser graphics, Made of America script, and 150 ^th anniversary branding, reimagining Dickies’ iconic silhouettes through a distinctly Budweiser lens. The lineup draws inspiration from the communities and everyday traditions connected to both brands while bringing a fresh perspective to classic American style. Price range for the collection will be $25 – $85. A second product drop will follow in November 2026, with additional details to be announced.

Joey Gabbay, CEO of Bluestar Alliance said: “Dickies and Budweiser have long stood alongside the same communities, united by common values and traditions. This collection brings that connection to life through pieces inspired by the people who have embraced both brands for generations.”

Highlights from the collection include:

The 150-Year Icon Pullover Hoodie

Featuring bold front and back graphics honoring Budweiser’s 150th anniversary, this classic cotton hoodie features a kangaroo pocket and delivers everyday comfort in two versatile neutral colorways.

The Duck Double Knee Carpenter Pants

Built for durability and utility, this relaxed-fit pant features reinforced knees, functional workwear pockets and co-branded Budweiser details. Access your essentials with a hammer loop, side utility pockets and spade back pockets reinforced with metal rivets at high-stress points. These pants are detailed with a co-branded interior waistband, metal button and back yoke embroidery to bring the Budweiser legacy to life.

The Can Short-Sleeve Tee

This classic-fit cotton tee celebrates two legendary American brands with the iconic Budweiser can and Dickies logo graphics.

For more information about the contest visit https://us.budweiser.com/rules#genuinelyearned and follow @BudweiserUSA and @Dickies on social media.

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*DICKIES X BUDWEISER® GENUINELY EARNED CONTEST. No Purchase Necessary. Open to US residents 21+. Begins on 9/15/26 & ends on 9/21/26. See Official Rules at https://us.budweiser.com/rules#genuinelyearned for prizes & details. Msg & data rates may apply. Void where prohibited.

ABOUT BUDWEISER

Budweiser, an American-style lager, was introduced in 1876 when company founder Adolphus Busch set out to create the United States’ first truly national beer brand – brewed to be universally popular and transcend regional tastes. Each batch of Budweiser stays true to the same family recipe used by five generations of Busch family brewmasters. Budweiser is a medium-bodied, flavorful, crisp and pure beer with blended layers of premium American and European hop aromas, brewed for the perfect balance of flavor and refreshment. Budweiser is made using time-honored methods including “kraeusening” for natural carbonation and Beechwood aging, which results in unparalleled balance and character.

ABOUT ANHEUSER-BUSCH

At Anheuser-Busch, our purpose is to create a future with more cheers. For more than 165 years as a leading American manufacturer, we have delivered a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. As the nation’s top brewer, one of the fastest growing spirits companies, and an insurgent force in energy drinks, we drive economic prosperity nationwide through investments in our people, facilities, and communities. We are the only alcohol company that invests in the U.S. at this scale.

We make the nation’s most iconic beers, ready-to-drink spirits and beyond beer brands, including Michelob ULTRA – America’s #1 top-selling and fastest-growing beer – Busch Light, Budweiser, Bud Light, Stella Artois, Cutwater Spirits, NÜTRL Vodka Seltzer, BeatBox, industry-leading craft beers and non-alcohol beers like Michelob ULTRA Zero. We are guided by our commitment to the communities we call home and to the 65,000 hardworking Americans who bring our products to life. That’s who we are. For more information, visit www.anheuser-busch.com or follow Anheuser-Busch on LinkedIn, X, Facebook, and Instagram.

ABOUT DICKIES®

Founded in 1922 in Fort Worth, Texas, Dickies has stood alongside generations of proud workers, equipping them with the tough, durable workwear that has enabled them to make and shape our world. A brand of VF Corporation, Dickies has grown to represent a global community of people who have taken inspiration from the traditional world of work and made it their own. For nearly 100 years and available in over 100 countries, what began as a humble workwear company has grown into a worldwide force, weaving together cultural movements with a rigorous commitment to straightforward style and long-lasting ingenuity. For more information, please visit dickies.com.

For more information about the Dickies brand, please follow @dickies and @dickiesskate on Instagram.

ABOUT BLUESTAR ALLIANCE, LLC

Founded in 2007 by Joseph Gabbay and Ralph Gindi, Bluestar Alliance is a global brand management leader, overseeing a portfolio of premium fashion and lifestyle brands generating more than $14 billion in global retail sales. Bluestar Alliance is recognized for transforming iconic consumer names into dynamic, best-in-class lifestyle brands with worldwide reach. Its portfolio includes Off-White™, Palm Angels®, Dickies®, Scotch & Soda®, Hurley®, Justice®, Bebe®, Tahari®, Limited Too®, Brookstone®, and more—each re-energized through creative vision, strategic partnerships, and a deep understanding of global markets. With more than 600 licensees and a growing network of over 500 branded retail stores across North America, Europe, Australia, South America, India, Asia, the Middle East, and the United Arab Emirates, Bluestar Alliance continues to expand its global presence—most notably through the Bluestar Luxury Group, focused on building the next generation of luxury and lifestyle brands. Bluestar Alliance stands at the intersection of innovation, influence, and brand authority, shaping the future of how consumers experience brands around the world.

FAQs

1. What is the Dickies x Budweiser Partnership?

Dickies and Budweiser are teaming up to launch a limited-edition Dickies x Budweiser Genuinely Earned Jacket available to just 100 hard workers and everyday heroes. The two iconic American brands are collaborating as a “Thank you” to the people who keep things running and embody the American spirit through resilience and grit. In addition, the brands are collaborating on a licensed collection available to consumers nationwide at Dickies.com and select retailers.

2. How can I participate in the Dickies x Budweiser Genuinely Earned Jacket contest?

For more information on the collaboration or to nominate someone 21+ who goes above and beyond to win a limited-edition Dickies x Budweiser Genuinely Earned Jacket, visit https://us.budweiser.com/rules#genuinelyearned or follow Budweiser’s social channels (Facebook, TikTok, Instagram, X).

3. Do I have to be 21+ to nominate someone, or just to win?

The contest runs from September 15 through September 21. Consumers 21+ can nominate a 21+ everyday hero in their community via social media now through September 21, 2026, by commenting on @BudweiserUSA and @Dickies social posts and sharing a story of a hard-working person they admire using #GenuinelyEarned #Contest. Dickies and Budweiser will reward the 100 hardest workers with this esteemed Dickies x Budweiser Genuinely Earned Jacket because after all the hard work they’ve put in, they’ve #GenuinelyEarned it.

4. When does the contest run?

The contest runs from September 15 through September 21. Consumers 21+ can nominate a 21+ everyday hero in their community via social media now through September 21, 2026, by commenting on @BudweiserUSA and @Dickies social posts and sharing a story of a hard-working person they admire using #GenuinelyEarned #Contest. Dickies and Budweiser will reward the 100 hardest workers with this esteemed Dickies x Budweiser Genuinely Earned Jacket because after all the hard work they’ve put in, they’ve #GenuinelyEarned it.

5. Can you tell me about the Dickies x Budweiser Genuinely Earned Jacket’s design?

Built around some of Dickies’ most recognizable styles, the collection blends durable workwear construction with Budweiser’s vintage-inspired details and red-and-white branding. The lineup draws inspiration from the communities and everyday traditions connected to Dickies x Budweiser while bringing a fresh perspective to classic American style.