Country music stars Morgan Wallen and Eric Church have made a significant move by acquiring the rights to the renowned Field & Stream brand and its magazine, according to a report by USA Today on Thursday. With a history dating back to 1871, the magazine transitioned to an online-only format in 2020. Wallen and Church have ambitious plans to resurrect the print version of Field & Stream and are set to organize an outdoor music festival featuring the iconic brand in the upcoming fall.
Expressing his sentiments in a press release, Church underscored the importance of the magazine in his childhood, recalling his grandfather’s practice of keeping cherished Field & Stream magazines in his truck. These magazines served as a source of inspiration for countless outdoor adventures, and Church considers it an honor to continue this legacy—a responsibility both to an American icon and to the young boy in his grandfather’s truck.
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 also shared his connection to the brand, emphasizing his love for outdoor activities like camping, boating, and hunting. He expressed enthusiasm about being part of Field & Stream’s future, aiming to bring people together outdoors to create enduring memories for generations to come.
Doug McNamee, former president of Chip and Joanna Gaines’ lifestyle brand Magnolia, will spearhead the efforts to rejuvenate Field & Stream. The revitalization project encompasses an updated website, new merchandise, the Field & Stream music festival featuring some of country music’s biggest stars, and various outdoor activities, including camping, rafting, shooting sports, fishing, hiking, and ATV off-roading. Additionally, a membership club offering perks for brand enthusiasts is in the pipeline.
The collaboration between Wallen, Church, and McNamee seeks to reinforce Field & Stream’s standing as the authoritative voice of the American outdoors, infusing new life into the brand’s longstanding legacy.
