Country music stars Morgan Wallen and Eric Church have purchased the rights to the Field & Stream brand and magazine, per an announcement made on Thursday, USA Today reported.
The magazine was founded in 1871 and has been online-only since 2020. Wallen and Church have plans on reviving the paper version of Field & Stream, plus will be hosting an outdoor music festival featuring the brand in the fall.
Church said in a press release that the magazine was an important part of his childhood, which makes this acquisition extra special.
“I can remember my grandfather kept a few of his favorite Field & Stream magazines on the dash of his truck,” he said in an announcement posted on X.
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
“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,” he added.
Wallen also chimed in, saying his outdoorsmen lifestyle draws him to the brand.
“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,” the country star said.
Doug McNamee, former president of Chip and Joanna Gaines’ lifestyle brand, Magnolia, will be heading up the effort to refresh Field & Stream. “We are committed to reinforcing Field and Stream’s legendary status as the authoritative voice of the American outdoors,” McNamee said in a statement, per USA Today.
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The company refresh will include an updated website, new merchandise, the Field & Stream music festival featuring “some of country music’s biggest stars,” and outdoor activities such as “on-site camping, rafting, shooting sports, fishing, hiking, ATV off-roading, and more.”
There’s also a membership club touting perks for fans of the brand.