Field & Stream Reborn: Country Stars Church and Wallen Bring Back the Beloved Outdoor Brand

Image Credit, Field & Stream

In a surprising turn of events, country music megastars Eric Church and Morgan Wallen, along with a savvy team of brand builders, have acquired the iconic outdoor lifestyle brand Field & Stream. This marks a historic homecoming for the 150-year-old brand, reuniting its retail and media under the same ownership for the first time in its storied history.

Church and Wallen, both avid outdoorsmen and conservationists, are deeply passionate about preserving the legacy of Field & Stream. “It’s an honor to carry on this American icon,” declared Church, recalling memories of his grandfather’s treasured Field & Stream magazines. “We’re committed to ensuring its authenticity and authority in the outdoor space, staying true to its roots while forging a new path.”

Their vision for Field & Stream’s revival is multifaceted. At the heart of it lies the Field & Stream 1871 Club, a membership community that celebrates the brand’s heritage through a bi-annual, large-format print magazine. This isn’t just a nostalgic throwback; it’s a commitment to the power of storytelling, filled with captivating photography and the brand’s signature blend of adventure and practical knowledge. But 1871 Club membership goes beyond the pages. It offers exclusive access to a limited-edition apparel collection inspired by Church and Wallen, priority tickets to the upcoming Field & Stream Music Festival, members-only gear, and VIP experiences. A portion of the profits will be directed towards supporting crucial outdoor causes, reflecting the brand’s dedication to conservation.

The relaunch extends beyond the print space. A refreshed digital platform will cater to the modern adventurer, offering engaging content and connecting passionate enthusiasts under one virtual campfire. Furthermore, strategic partnerships and a curated online marketplace will highlight skilled artisans and makers within the outdoor lifestyle community, creating a vibrant ecosystem of creativity and expertise.

Leading the charge is Doug McNamee, former president of Magnolia, the media and lifestyle brand co-founded by Chip and Joanna Gaines. McNamee’s experience in building authentic and engaging communities will be invaluable in guiding Field & Stream’s revival. “We’re not just stewards of this brand,” he emphasizes, “we’re storytellers, amplifying the authentic voice of the American outdoors for generations to come.”

Field & Stream’s resurrection under the guidance of Church, Wallen, and their team signifies a renewed commitment to the values that have always defined the brand: adventure, camaraderie, respect for nature, and the enduring spirit of exploration. It’s a promise to reawaken the fire within every outdoor enthusiast, to inspire new generations to connect with the wilderness, and to ensure that the stories whispered around campfires, on boats, and in deer stands continue to be told for years to come. The return of Field & Stream promises not just a revival, but a vibrant new chapter in the grand narrative of the American outdoors.