Morgan Wallen and Eric Church Team to Purchase Field & Stream Brand With Investors

Country superstars Morgan Wallen and Eric Church are pairing for a different kind of collaboration: The two avid outdoorsmen have purchased outdoor lifestyle brand Field & Stream.

The duo are part of an ownership group that has bought the retail side of the trademark from Dick’s Sporting Goods and the media platform from Recurrent for an undisclosed sum. The move brings the brand under the same ownership for the first time in its 150-year history.

Plans call for expanding the brand to include the Field & Stream Music Festival, a new fall outdoor music event co-produced by Southern Entertainment; relaunching the print magazine, which ceased publishing in 2015; a refreshed digital platform; and a limited edition apparel collection inspired by Church and Wallen.

“I can remember my grandfather kept a few of his favorite Field & Stream magazines on the dash of his truck,” said Church 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.” 

“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.” 

As Wallen told Billboard in December, he’s actively looking to expand into businesses outside of music, including his recent affiliation as an investor and brand ambassador with upstart Ryl Tea and moving into real estate. This falls into that plan. “I like having a bunch of different things for me to focus on. [Otherwise], I’ll get bored,” he said at the time. “I have a lot of opportunities, so I’ve been trying to take them.”

The new owners are also bringing back the Field and Stream 1871 Club, whose members will have exclusive access to the bi-annual print magazine and other benefits including priority ticket access to the music festival and VIP entry into outdoor experiences. Ten percent of net profits from the 1871 Club will go to non-profit organizations that support outdoor causes. 

Doug McNamee, former president of Chip and Joanna Gaines’ Magnolia brand, will lead the Field & Stream brand. Colin Kearns, editor-in-chief of Field & Stream’s online site, will remain in his position. 

“We are committed to reinforcing Field and Stream’s legendary status as the authoritative voice of the American outdoors,” said McNamee in a statement. “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.”