The news is out.
After posting a video to social media last week featuring the two fishing and a caption that read “1/25,” many fans were left wondering what Eric Church and Morgan Wallen were up to.
Many in the comments suspected a song or a commercial was in the works, or even a music video for their latest single together, “Man Made A Bar,” but the scenery and random ‘Field & Stream‘ branding didn’t quite make sense for that.
Well, as of this morning, the two officially revealed they have acquired Field & Stream, with plans to relaunch the entire brand as it was known for, before becoming an online-only publication in 2020.
The duo are part of an ownership group that has bought the retail side from Dick’s Sporting Goods, as well as the media platform that will bring back the print magazine that stopped being published in 2015.
The group also announced they plan to start a fall outdoor music festival, co-produced by Southern Entertainment, and will also launch a limited edition apparel line 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,” Church said in a statement released today.
“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’s 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.”
This move comes after Morgan became an investor and brand ambassador for Ryl Tea. The 30 year-old country star is also dabbling in Real Estate, and admits he takes on these opportunities to keep from being bored:
“I like having a bunch of different things for me to focus on. Otherwise, I’ll get bored. I have a lot of opportunities, so I’ve been trying to take them.”
Morgan went on to explain why he wanted to be apart of bringing back the lifestyle brand, adding that being outdoors is what brings people together:
“There’s nothing 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.”