Eric Church and Morgan Wallen Promote ‘Field & Stream’ Relaunch in New Video

Eric Church and Morgan Wallen appear to be the poster boys for the Field & Stream relaunch, with the much-loved outdoors brand seemingly teasing a new range of apparel and gear.

In a video shared to both Morgan and Eric's Instagram pages, the latter delivers a voiceover which poses a flurry of weighty, philosophical questions about what it means to be American.

Naturally, Eric's conclusion is that hunting, fishing and being in the great outdoors lies at the heart of the US identity. He muses, “What is it that makes us Americans? Is it our faith, our beliefs, our share sense of community, our culture?”

Over a wistful, twinkling acoustic guitar, the chart-topping ‘Springsteen’ songsmith goes on to reflect, “Or is it a fly-rod in a majestic canyon?”, before painting an evocative, visceral portrayal of an outdoors lifestyle that accentuates a visceral, sepia-tinged montage of images of camping, lake-side and hiking.

The clip ends on the Field & Stream logo overlaying Eric and Morgan casting out their lines on a boat in the middle of a serene fishing hole, cushioned by a thick wall of trees.

Although it's not yet clear what exactly Eric Church and Morgan Wallen are promoting, the fact that both are wearing Field & Stream attire in the video suggests the company's rebranding will involve a range of new merchandise and gear. Eric included the date ‘January 25th’ in the caption, and the Field & Stream website now consists of a countdown, so the official announcement will arrive then.

Previously, Field & Stream served as an outdoors-inspired news site, which offered an array of pieces spanning hunting and fishing advice, gear reviews, conservation guidance and more. Now, however, it looks like the company is turning a new leaf - and they've got two of the biggest names in country music to help them.

Last year, Morgan Wallen and Eric Church collaborated on Morgan's current Country Radio single, ‘Man Made A Bar’, with the duo taking the stage together at the 2023 CMA Awards for an electric performance of the intricate, clever ballad.

The two have been good buddies for a while now, and have posted a slew of photos on social media of them fishing and golfing together, so it certainly seems this new Field & Stream partnership - if, indeed, that's what this is - is on-brand for the pair.

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