There seems to be a sizeable cross over market between country music fans and folks who appreciate hunting and fishing in the great outdoors, and a pair of country music stars are taking advantage of that.

Morgan Wallen and Eric Church came together last year to buy one of the most iconic brands — Field and Stream — in the outdoors space.

“(Field and Stream) Born in 1871. Reborn in 2024,” Wallen captioned an Instagram video featuring he and Church fishing last year. “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 – MW.”

Church also shared a fishing video at the time, and wrote, “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 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.”

Wallen and Church brought the magazine, which had moved to an all-digital format, back into print, and they have also launched a new brand of clothing that is making headlines because it is available exclusively on Amazon.

It features new fishing wear, hats, shirts, shorts and pants, according to a recent Yahoo profile.

And, of course with Wallen and Church involved, there is a music element, too.

The Field & Steam music festival is slated to take place Oct. 3-5 in Winnsboro, South Carolina.

Wallen is not currently featured among the acts, but Church is listed as the headliner for the final night.