Eric Church, Morgan Wallen acquire, relaunch Field & Stream brand

Two chart-topping and award-winning country superstars — Eric Church and his creative protege of sorts, Morgan Wallen — have, via their newly-announced acquisition and relaunch of the 152-year-old Field & Stream outdoor lifestyle brand, merged their friendship, social interests and country music's surge in domestic and global pop culture in an unprecedented manner.

Terms of the acquisition were not disclosed.

Among the pair's forthcoming Field & Stream-branded concepts are a limited-edition apparel collection and the announcement of an outdoor fall "Field & Stream Music Festival" co-produced by Southern Entertainment.

Social media posts by both Church and Wallen teased the announcement five days ago.

The pair have long been associated with each other — most significantly, Church appeared on Wallen's 2023 album "One Thing At A Time" track "Man Made A Bar."

Alongside Doug McNamee, the former president of lifestyle brand marketing group Magnolia, Church and Wallen purchased the retail side of Field and Stream's trademark from DICK's Sporting Goods and the legendary brand's media platform from Recurrent.

Colin Kearns, Field & Stream's editor-in-chief since 2016, will remain alongside his editorial team.

The moves unify the brand under the same ownership for the first time in its 150-year history. It also leads to a "digital refresh for Field & Stream's online footprint plus the resurrection of the print magazine — for the first time since 2021 — through a membership community.

"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."

"I can remember my grandfather keeping a few of his favorite Field & Stream magazines on the dash of his truck," said Church, who, along with Wallen, is an avid outdoorsman.

"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."

Added Wallen, "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. Being part of its future is incredible and we want to keep bringing people together outdoors, makin' memories, for generations to come."

How will Field & Stream relaunch?

Field & Stream will be available through the Field & Stream 1871 Club as a print publication. In a press statement, the club is described as a" membership community that pays homage to [Field & Stream's] storied history."

Membership benefits are initially set to include the following:

• Exclusive access to a large-format print magazine, published twice annually, which features the brand's signature storytelling and captivating outdoor photography.

• Priority ticket access to the Field & Stream Music Festival

• Members-only gear

• A limited-edition Honor Badge (a revived Field & Stream 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 that actively contribute to supporting outdoor causes.

Why is Field & Stream rebranding?

Field & Stream's redevelopment as an experience-based lifestyle brand bridging country music and outdoor culture has been a half-decade in the making.

In April 2018, Field & Stream Licenses sold the IP rights for several of its brands to DICK'S Sporting Goods while continuing to own the rights to the Field & Stream lifestyle brand in numerous other categories.

18 months later, DICK'S Sporting Goods sold eight of its previously-branded Field & Stream retail store locations in Michigan, New York, North Carolina and Pennsylvania to Sportsman's Warehouse for $28 million.

This continued DICK'S quickly-shifting brand evolution past using Field & Stream to brand itself in the hunting lifestyle space amid a general decline in retail sales.

By March 2023, DICK'S decided to wholesale replace its Field & Stream chain with House of Sport stores, where shoppers try out gear on actual fields and climb rock walls.

"DICK's current success is underpinned by several factors, foremost among them continued strong demand for both athleisure products and workout and sporting gear. Across the market, spending in both categories is growing at an above-average rate," stated Neil Saunders, managing director of GlobalData, in a 2023 report.

"The sporting goods retail sector continues to benefit from a fundamental shift in consumer behavior, including increased focus on health and wellness, participation in outdoor activities and a higher interest in athletic lifestyle products," added analysts from Wedbush Securities.

Insofar as Field & Stream as a print publication, Bonnier Corporation, who owned and operated Field & Stream magazine and its media assets since 2007, sold Popular Science, Field & Stream, and Outdoor Life to North Equity in Oct. 2020. Terms of the sale were not disclosed.

In June 2021, North Equity announced that it had launched Recurrent Ventures to operate as the parent company of brands including Popular Science, The Drive, Domino, Field & Stream, SAVEUR, Outdoor Life and Task & Purpose.

Field & Stream Music Festival? When? Where?

No official statement has been made about when and where a fall Field & Stream Music Festival could occur.

Both Church's native Charlotte area, plus Wallen's nearby Knoxville and beloved Atlanta, have the potential of fall 2024 occupants — be it the National Football League's Carolina Panthers, college football's University of Tennessee Volunteers, or Atlanta's Braves or Falcons — in stadium venues with festival or concert-level capacities.

Of note, Wallen's currently announced 2024 tour dates end with a pair of concerts at Las Vegas' Allegiant Stadium in August, featuring Jelly Roll, Nate Smith and Ella Langley. As for Church, he plays Montreal's Lasso Festival a week later.

For more information on all things Field & Stream, visit https://www.fieldandstream.com.

This article originally appeared on Nashville Tennessean: Eric Church, Morgan Wallen acquire, relaunch Field & Stream brand