CELEBRITY
Field And Stream Brand Relaunched By Country Stars Eric Church and Morgan Wallen
Field & Stream
Country music stars Eric Church and Morgan Wallen are reviving the outdoor lifestyle brand Field and Stream, and relaunching the brand’s storied print magazine.
With assistance from a ‘group of experienced brand builders, Church and Wallen aquired the retail trademark from Dick’s Sporting Goods and the media platform from Recurrent, unifying the Field and Stream brand under the same ownership for the first time in its 150-year history.
I can remember my grandfather kept a few of his favorite Field & Stream magazines on the dash of his truck, Church said in a statement. 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.
Church and Wallen, both outdoorsmen and conservationists, are committed to preserving the authenticity of Field and Stream and keeping the brand true to its roots.
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, said Wallen. Being part of its future is incredible and we want to keep bringing people together outdoors, makin’ memories, for generations to come.
The brand’s relaunch will feature a limited-edition apparel collection inspired by Church and Wallen, a refreshed digital platform, and the launch of the Field and Stream 1871 Club, a membership community that will bring back the twice-annual large-format print magazine.
Along with exclusive access to the magazine, Field and Stream 1871 Club members will receive benefits including priority ticket access to the Field and Stream Music Festival, members-only gear, a limited-edition Honor Badge (a revived tradition now offered as a members-only pin), VIP entry into outdoor experiences, exclusive discounts, and digital content.
Ten percent of the the 1871 Club’s net profits will be directed towards non-profit organizations actively contributing to the support of outdoor causes, the company said.
the new Field and Stream will be led by Doug McNamee, former president of the media and lifestyle brand Magnolia, cofounded by Chip and Joanna Gaines. Colin Kearns will remain in his position as editor-in-chief for Field and Stream, which he has held since 2016.
We are committed to reinforcing Field and Stream’s legendary status as the authoritative voice of the American outdoors, said McNamee. 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.
TMX contributed to this article.
