Dickies Celebrates Everyday Heros with ‘American Worker of the Year’ Search

New survey confirms American workers are hardworking, yet underappreciated

Fort Worth, TX — A new study shows the economic climate has affected people's faith in hard work and belief in the American dream. To help restore that faith and pride, Dickies, the leading global workwear brand, is honoring hard working individuals by searching for the American Worker of the Year.

The 17th annual American Worker of the Year contest seeks out committed, hard working people who take leadership and responsibility seriously and go the extra mile to get the job done. Workers can enter the contest by submitting a photo and brief essay to illustrate how they represent the ideals of a true, hard working American. Stories from workers across the country will appear online for weekly voting and to pay tribute to the nominees. Previous American Worker of the Year honorees have included an oil field roughneck, farmers, builders, teachers, an electrical lineman and soldiers.

“Dickies is very excited to celebrate workers all over the country,” said Chris Prokopeas, vice president of marketing for Dickies. “Millions of Americans work hard every day and rise above some pretty tough conditions with true character and determination. These exceptional individuals personify the Dickies brand and exemplify what it really means to be the American Worker of the Year.”

Recent findings from a national Omnibus survey show that while Americans have pride in and recognize the dedication of the working class, 72% of those surveyed feel the working class is underappreciated. Moreover, 3 in 10 adults no longer believe in the American dream. The survey also showed 90% of Americans strongly agree “I am proud of the work I do,” yet the economy has caused nearly one-third of adults to lose faith in working hard to get ahead.

“This survey affirms that people in this country feel American workers play a major role in getting our economy back on track,” added Prokopeas. “As an iconic American brand, Dickies is committed now more than ever to recognize and celebrate the extraordinary effort of the American worker.”

The contest will recognize weekly winners and six finalists before a grand prize winner is named American Worker of the Year this fall. Contestants receiving the highest number of votes in a given week will be named Worker of the Week and receive customized Dickies garments. Six finalists will be selected by a panel of judges and will each receive $10,000 and a trip for two to the PBR World Finals, where the contest winner will be revealed on October 30, 2009.

The grand prize winner will be selected from the pool of six finalists to receive $50,000* and a trip for two to the Dickies 500 NASCAR Sprint Cup Race. At that race, the American Worker of the Year will have a chance to win $1,000,000 by randomly selecting one of the top 12 Race for the Chase drivers to win the Dickies 500.

Nominations for the 2009 American Worker of the Year are accepted until June 30 at www.americanworkeroftheyear.com, via mail or entry forms at stores or mobile tour stops. Fans who vote online also have the opportunity to win cash and other prizes.

Since its beginnings in Fort Worth, Texas in 1922, the Williamson-Dickie Manufacturing Company has grown from a humble manufacturer of bib overalls into a global brand powerhouse, with DICKIES work pants, shirts, denim, outerwear, school uniforms, outdoor gear, medical and chefs apparel and an extensive licensing program offering sturdy head-to-toe clothing options for hardworking men and women of all ages, professions, regions and interests. Williamson-Dickie operates through subsidiaries in North America, Canada and Europe as well as exclusive distributorship around the world.

1 National telephone omnibus conducted by StrategyOne with 1,000 completes of nationally representative adults 18 and older.

*American Worker of the Year grand prize winner will receive $50,000 instead of the $10,000 the remaining 5 finalists receive. Additionally, should the American Worker of the Year grand prize winner randomly select the driver who goes on to win the Dickies 500, they will receive the $1 million in lieu of the $50,000 grand prize.

Dickies American Worker Survey Summary

>                 Americans have pride in and recognize the hard work of the American working class.
>                 They describe the working class as hardworking (87%), determined (82%), honest (80%) and someone like me (73%).
>               Yet, 72% of Americans also recognizes the working class as under-appreciated.
>                 Roughly three-fourths of Americans strongly agree American workers can play a major role in helping get our economy back on track (75%) and the American working class keeps our country running (73%).
>                 And, over eight in ten Americans (83%) agree (and nearly half strongly agree (47%)) Americans working in manual labor jobs are our country's hardest workers.
>                 Nearly 3 in 10 adults (27%) no longer believe in the American dream.

>                 Americans are proud and believe they are doing their best when it comes to the work they do personally.
>                 Nine in ten Americans (90%) strongly agree I am proud of the work I do.
>                 Additionally, the majority of those employed (78%) strongly agree my colleagues and I are doing the best we can in these tough economic times.
>                 Yet, only four in ten Americans (46%) strongly agree that they feel appreciated in my job.
>                 Nearly one-third of Americans (29%) agree, because of the economy, I have lost faith in getting ahead through the use of hard work.

>                 Americans believe corporations need to restore pride and celebrate the work of the American workers.
>                 Eight in ten Americans (80%) strongly agree corporations should show American workers that they are proud of the work they do.
>                 Additionally over two-thirds of Americans strongly agree corporations should help restore pride in the American workforce (67%) and corporations should celebrate the hard work of American       workers (68%).
>                 62% of Americans strongly agree corporations need to do more to help American workers get through these tough economic times.

METHODOLOGY
Survey conducted by StrategyOne, Edelman Public Relations. National telephone omnibus with 1000 completes. Nationally representative of adults 18 and older. Six total questions.