Eric Church & Morgan Wallen Unite To Revive ‘Field & Stream’

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Eric Church & Morgan Wallen. Photo: Victoria Will

Eric Church and Morgan Wallen, along with a group of brand builders, have joined forces to relaunch Field & Stream, the iconic outdoor lifestyle brand with origins dating back to 1871.

The group, led by Church and Wallen, purchased the retail side of the trademark from Dick’s Sporting Goods, as well as the media platform from Recurrent. The move not only unifies the legacy brand under the same ownership for the first time in its 150-year history, but will also resurrect the print magazine through a membership community.

“I can remember my grandfather kept a few of his favorite Field & Stream magazines on the dash of his truck,” says Church. “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 are vested in the brand as avid outdoorsmen, conservationists and storytellers. The new ownership will take a hands-on approach to preserving the authenticity of Field & Stream, solidifying its authority in the outdoor space and ensuring it stays 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,” says Wallen. “Being part of its future is incredible and we want to keep bringing people together outdoors, makin’ memories, for generations to come.”

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Key aspects of the relaunch include the Field & Stream 1871 Club, a refreshed digital platform, a limited-edition apparel collection inspired by Church and Wallen and the announcement of an outdoor music festival co-produced by Southern Entertainment coming this fall. Additional plans for future partnerships include a new online marketplace to spotlight and elevate craft makers and artisans in the outdoor lifestyle space.

Today also marks the launch of the Field & Stream 1871 Club, a membership community that pays homage to its storied history and brings back the distinguished, high-quality print publication. Members will enjoy exclusive access to a large-format print magazine, published twice annually, as well as benefits including priority ticket access to the Field & Stream Music Festival, members-only gear, a limited-edition Honor Badge (a revived F&S tradition now offered as a members-only pin), VIP entry into outdoor experiences, exclusive discounts and digital content. Ten percent of the net profits from the 1871 Club will be directed towards non-profit organizations, actively contributing to the support of outdoor causes.

The new Field & Stream brand will be led by Doug McNamee, former president of the Magnolia media and lifestyle brand cofounded by Chip and Joanna Gaines. Colin Kearns, who has served as editor-in-chief for Field & Stream since 2016, will remain in his position alongside his editorial team.

“We are committed to reinforcing Field & Stream’s legendary status as the authoritative voice of the American outdoors,” says 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.”  

Lorie Hollabaugh
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