Country music stars Eric Church and Morgan Wallen are part of a group that has acquired and relaunched the iconic outdoor lifestyle brand Field & Stream.

The group purchased the retail and media platforms, unifying the brand under the same ownership for the first time in its 150-year history.

Eric and Morgan expressed their deep connection to the brand and their commitment to preserving its legacy.

The relaunch includes a digital platform, a limited-edition apparel collection, and an outdoor music festival this fall. Doug McNamee will be in charge of the brand, with a focus on enhancing Field & Stream’s position as the leading voice in the American outdoors.

How do you think Field & Stream will compete with Bass Pro Shops & Cabela’s?