Country singers Morgan Wallen and Eric Church have acquired Field & Stream, revealing plans for a magazine relaunch and an outdoor music festival this fall.
A new teaser was released on Thursday (Jan. 25) that featured the duo in Field & Stream attire, symbolizing their profound reflections on American culture and the outdoors.
Accompanied by a voiceover from Church, the teaser delves into the profound reflections on the essence of being American.
“What is it that makes us Americans? Is it our faith? Our beliefs? Our shared sense of community? Our culture?
Or is it a fly rod in a majestic canyon? Is it a first light, first time for your firstborn in a midwestern field?
Is it the smell of a campfire in a familiar holler with four lifetime friends, four half-empty glasses, and one more full bottle?
Since 1871 we’ve been a part of that conversation. And like all Americans, we sometimes lost our way. But like America, we always find our way back.”
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Originating in 1871 as Gordon & Ferguson Merchandising Company, the enduring apparel brand began marketing clothing under the moniker “Field and Stream” in 1915. However, a significant shift occurred in 2012 when Dick’s Sporting Goods acquired the licensing rights to the brand. Subsequently, Dick’s Sporting Goods integrated most of the Field & Stream brand into their innovative concept, Public Lands, and shuttered the majority of existing Field & Stream stores.
In a noteworthy turn of events, Church and Wallen are now working together to spearhead the revival of the historic brand.
The two artists have frequently collaborated in the past, and their musical partnership continues to thrive. Notably, Eric Church recently contributed his talents to Morgan Wallen’s latest single, “Man Made A Bar,” featured on Morgan’s most recent album, One Thing At A Time.
Field & Stream’s Comeback Story
Church and Wallen successfully acquired the brand from Dick’s Sporting Goods, encompassing not only the retail segment but also the media platform. This strategic move not only marks the resurgence of the Field & Stream brand in the retail world but also the return of the Field & Stream print magazine.
Reflecting on the new venture, Church reminisced about childhood memories associated with Field & Stream.
“I can remember my grandfather kept a few of his favorite Field & Stream magazines on the dash of his truck. 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.”
I can remember my grandfather kept a few of his favorite Field & Stream magazines on the dash of his truck. 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… pic.twitter.com/yN0kyCI2tr
— Eric Church (@ericchurch) January 25, 2024
Wallen expressed that the relaunch of the brand embodies everything he loves about the outdoors.
“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.”
Their strategy involves a music festival, magazine revival, digital platform update, and limited edition apparel inspired by the duo.
A Comprehensive Strategy Beyond The Music & Magazines
Field & Stream Online is undergoing a rejuvenation with a plethora of compelling stories. Editor-in-chief Colin Kearns, a dedicated member of the Field & Stream team for over 16 years, expressed confidence in restoring the brand to its former glory, ensuring that longtime readers will rediscover and rekindle their affection for it.
The Field & Stream Music Festival, slated for this October, guarantees performances by some of country music’s prominent stars. The event also promises an immersive outdoor experience, featuring on-site camping, rafting, shooting sports, fishing, hiking, ATV off-roading, and more.
The Field & Stream Apparel For enthusiasts looking to wear their Field & Stream pride, offers a selection of T-shirts, hats, and hoodies for enthusiasts looking to wear their Field & Stream pride.
In a letter on the revamped Field & Stream website, Church and Wallen explained their motivation to revive the 150-year-old brand, emphasizing its iconic role in inspiring outdoor experiences.
“To lend our voices to this iconic American brand so that it can continue to inspire future generations to experience and enjoy the outdoors, just as it has for us and those who came before us.
It’s time to return Field & Stream to its rightful home: into the hands of those who love the outdoors and the tales that come from being there.”