Dos Equis® and Fuerza Regida Team Up to Unveil Limited-Edition Merchandise Line as the Next Chapter of the “Ni Perdón, Ni Permiso” Campaign

Available via auction starting today, the exclusive line was developed in collaboration with talented Mexican-American designers & artists, with proceeds being donated to the Mexican American Opportunity Fund

LOS ANGELES, California Aug. 5, 2025  — Dos Equis and Fuerza Regida are unveiling a limited-edition merchandise collaboration inspired by the bold and authentic spirt of the brand’s latest “Ni Perdón Ni Permiso” campaign. This one-of-a-kind partnership blends Fuerza Regida’s bold fashion style with Dos Equis’ iconic identity, celebrating unapologetic self-expression through music, art and fashion.

Completely immersed in the design of the collection from conception to completion, Fuerza Regida and Dos Equis worked with a group of Mexican-American designers and artists to create a range of pieces including:

15 t-shirts (valued at $160 each)
20 jackets (valued at $450 each)
A set of five personalized vests worn by each member of the group during a recent private performance in Houston (valued at $3,000 each).

Beginning today, fans will have the opportunity to own one of these exclusive, limited-run pieces through an online auction, with proceeds benefitting the Mexican American Opportunity Foundation (MAOF), a non-profit, charitable organization. Fuerza Regida will officially announce the auction via their Instagram (@FuerzaRegida), and the auction will run from Tuesday, Aug. 5 until Tuesday, Aug. 19. Fans and fashion enthusiasts can participate in the auction here: https://www.dosequis.com/en-us/music/

“As a brand that champions boldness, we’re excited to continue the movement of self-expression and individuality we kicked off earlier this summer through this next iteration of the ‘Ni Perdón Ni Permiso’ campaign,” said Alison Payne, Chief Marketing Officer for HEINEKEN USA Inc., importer of Dos Equis. “This culmination of our partnership with Fuerza Regida and the Mexican-American designers we worked with to bring this merchandise line to life is the physical manifestation of what this movement means – to be bold, to be unapologetic, but most of all, to be you.”
Personally selected by Fuerza Regida, MAOF is one of the largest Latino-oriented social services organizations in the United States. Headquartered near the band’s hometown of San Bernardino, CA, their immediate impact and holistic approach to local community support gives people the chance to live fearlessly and express themselves unapologetically, bringing the “Ni Perdón Ni Permiso” spirit to more people.

“Working with Dos Equis to build this movement has been so inspiring, and we’re excited to show our fans the next chapter of our partnership through these unique pieces that really embody the unapologetic spirit of the ‘Ni Perdón, Ni Permiso” campaign” said JOP of Fuerza Regida. “Even more, being able to give back to an organization like the MAOF through this campaign is extremely rewarding given the direct impact it makes on the community that raised and supports us to this day.”

For more information, follow @DosEquis on Instagram to receive updates about the “Ni Perdón, Ni Permiso” campaign, along with behind-the-scenes content that will give fans an inside look at the creative process and the making of this extraordinary collection.

About Dos Equis®

Wilhelm Haase founded Dos Equis® in 1897, when he brewed a beer called Siglo XX, the beer we now know as Dos Equis®. Today, Dos Equis® sees continued growth and expansion driven by a robust portfolio of offerings and new product innovations. In the past few years, Dos Equis® has more than doubled the size of its portfolio with several new brands leaning into top consumer trends.

The Dos Equis® portfolio includes Dos Equis® Lager, Dos Equis® Michelada, Dos Equis® Ambar, Dos Equis® Chelada Lime & Salt and more.

Dos Equis® is imported into the US by HEINEKEN USA Inc., the nation’s leading high-end beer importer, which is a subsidiary of Heineken International N.V., the world’s most international brewer. For news and updates, follow us on Instagram @DosEquis, or visit www.dosequis.com.

About Fuerza Regida

Fuerza Regida leads música mexicana’s global movement with attitude, ambition, and a sound that fuses traditional corridos with genre-bending influences. Since emerging in 2015, the San Bernardino-based group has built a massive following of over 14 million, racking up more than 35.8 billion streams, and dominating with 31 million monthly Spotify listeners.

Their chart-topping catalog includes 13 Billboard Hot 100 entries and viral hits like “Bebe Dame,” “TQM,” “Tu Sancho,” and “Me Jalo,” but Fuerza Regida is more than a hit machine. Their historic run in 2024, with three albums simultaneously in the Top 10 of Billboard’s Top Latin Albums chart. 

In 2025, Fuerza Regida released “111XPANTIA” and its deluxe edition, a bold, genre-defining album that debuted at number one across Apple Music’s Latin and All-Genre charts and topped Spotify’s global and U.S. debut charts. The album broke records on the Billboard 200 as the highest-charting Spanish-language project by a regional Mexican group and overall Latin band, while also landing multiple tracks in Spotify’s Global Top 10 Debuts of the Week.

About the Mexican American Opportunity Foundation

The Mexican American Opportunity Foundation (MAOF) is a non-profit, state-wide community-based organization that was established in 1963 by Founder Dionicio Morales to serve disadvantaged individuals and communities in the Los Angeles area. MAOF is one of the largest family services organizations in the United States and has achieved this status by providing high-quality social services and programs to diverse communities where the need is the greatest. It currently operates in nine California counties with over 60 service locations and 900 employees.  The annual budget exceeds $250,000,000. MAOF Website: http://www.maof.org/