Eric Church And Morgan Wallen Head The Relaunch Of Leading Outdoor Lifestyle Brand, Field & Stream

The longtime friends are teaming up for a new business endeavor.


Madeleine O’Connell

| Posted on

January 25, 2024


10:26 am

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Eric Church, Morgan Wallen; Photo by Victoria Will, Courtesy Of Field & Stream

Eric Church and Morgan Wallen have teamed up to lead the relaunch of Field & Stream, the leading outdoor lifestyle brand with roots dating back to 1871.

In a prideful new promo video released to the brand’s social media page today (Jan. 25), viewers see the country stars ignite their passion for the core of their lifestyle as devoted outdoorsmen, conservationists, and storytellers. As a result, they have opted to lead the resurrection of the print magazine through a membership community that allows others alike to do the same. 

The relaunch includes access to the Field & Stream 1871 Club, an updated 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.

How Do The Country Stars Connect With The Brand?

As Church explains via a press release, this venture gives them the chance to reconnect with their roots and step outside the noise and constant movement within their everyday lives to enjoy the pace of the outdoor space. For that, they yearn to preserve the authenticity of Field & Stream, making sure it maintains true loyalty to its origins. 

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

Along with a group of experienced brand builders, the pair purchased the retail side of Field & Stream from DICK’s Sporting Goods, as well as the media platform from the digital media company, Recurrent. This step enables the historic brand to come together under the same ownership for the first time in its 150-year history.

“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,” Wallen added. “Being part of its future is incredible and we want to keep bringing people together outdoors, makin’ memories, for generations to come.” 

What Is the Field & Stream 1871 Club?

The Field & Stream 1871 Club is a membership community that “pays homage to its storied history and brings back the distinguished, high-quality print publication.” 

Members will receive exclusive access to the magazine which is published twice annually and features the brand’s signature storytelling and captivating outdoor photography on every page. 

Other premium benefits offered to members of the community include 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. 

Additionally, 10 percent of the net profits from the 1871 Club will benefit non-profit organizations that are actively contributing to the support of outdoor causes. 

The new Field & Stream brand will be headed by Doug McNamee, former president of Magnolia, the media and lifestyle brand co-founded by Chip and Joanna Gaines. Colin Kearns, Field & Stream’s editor-in-chief since 2016, will remain in his position alongside his editorial team.

“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.”  

Field & Stream is expected to have a bright future ahead with plans to further highlight its distinctive storytelling through partnerships such as the creation of a new online marketplace. This platform aims to promote skilled craft makers and artisans within the outdoor lifestyle realm.

For more information about the new Field & Stream, visit  

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Madeleine O’Connell graduated from North Central College with a bachelors degree in Journalism and Broadcast Communications before deciding to pursue her studies further at DePaul University. There, she earned her masters degree in Digital Communication & Media Arts. O’Connell served as a freelance writer for over two years while also interning with the Academy of Country Music, SiriusXM and Circle Media and assisting with Amazon Music’s Country Heat Weekly podcast. In addition to Country Now, she has been published in American Songwriter, Music Mayhem, and Holler.Country. Madeleine O’Connell is a member of the Country Music Association and the Academy of Country Music.