Dockers, one of the Levi Strauss brands, is offering real men (and women) to enter a new contest for a chance to receive as much as $100,000 to develop their lifetime dream project, either business or personal ones. The US competition comes as part of the ‘Wear the Pants’ global ad campaign, which has been running since 2009 celebrating “a new style of masculinity—one that blends accountability and sensitivity, for the man who knows how to change a tire and a baby’s diaper.” The well-known khaki pants brand is giving away the major prize of $100K as well as additional 43 ‘Man Grants’ with total value of over $75,000 in services, tools, resources, or cash.

Those who want to enter the competition are invited to visit Dockers Facebook page, where they can submit their plan of how to realize their potential (the submission period closes on March 15). February 1—March 15, the community will be voting for the top 50 entries, and then the brand will invite experts to judge the projects and determine five finalists of the competition. After that, Dockers will again ask public to select the best idea—the voting will be running from April 25 through May 1, with the overall winner to be named on May 2.

The brand is also offering additional 43 weekly grants to Dockers Facebook fans from February 1 through November 24. To get one, they are to submit their plan and respond to the Man Grant post each Monday on the Dockers wall and wait to be selected by the brand. Each weekly winner will receive tools, products, services or cash valued up to $2,000, depending on the resources he needs to put his plan in motion.

Dockers has also released web-series of short inspiring real-life stories about people ranging from artists to architects, philanthropists to filmmakers, who have achieved their goals and now are doing what they really love. So far, the ‘Our Inspiration’ section on the brand’s website features three videos.