Eric Church and Morgan Wallen are part of a group that have acquired and relaunched Field & Stream, the outdoor lifestyle brand. The group purchased the retail side of the trademark from Dick’s Sporting Goods, as well as the media platform from Recurrent, which unifies the brand under the same ownership for the first time in its 150-year history.
Said Church: “I can remember my grandfather kept a few of his favorite Field & Stream magazines on the dash of his truck,” Church says. “That truck took us on hundreds of outdoor adventures and I all but memorized every story and every picture on every page. They were my Bible. It is the honor of my life to make sure that legacy carries on. It is both this responsibility to an American Icon and also to a young boy in his papaw’s truck that will be the compass that guides our steps.”
Added Wallen: “There’s nothin’ I love more than being with friends around a campfire, on a boat or in a deer stand — and Field & Stream represents all of those to me. Being part of its future is incredible and we want to keep bringing people together outdoors, makin’ memories, for generations to come.”
The relaunch includes the digital platform ‘Field & Stream 1871 Club’, a limited edition apparel collection inspired by Church and Wallen, and the announcement of an outdoor music festival co-produced by Southern Entertainment this fall.
The new Field & Stream brand will be led by Doug McNamee, former president of Magnolia, the media and lifestyle brand cofounded by Chip and Joanna Gaines. Said McNamee: “We are committed to reinforcing Field and Stream’s legendary status as the authoritative voice of the American outdoors. We look forward to unifying our passionate enthusiasts under a single canopy as we steward this trusted brand toward a thoughtful and expansive revival. As the latest in the lineage of caretakers, we aim to restore and amplify Field & Stream’s authentic voice with our extended storytelling family.”
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