Outdoor retailer Field & Stream is entering the spotlight with a campaign called “Traditions,” tapping country music superstar Jason Aldean as the brand ambassador to lead the store into a new advertising era.
The campaign is a big move for the Dick’s Sporting Goods-owned brand, which specializes in hunting, fishing and other outdoor gear. It’s a push for a new and younger consumer, but it also highlights the ways Field & Stream has roots with families and traditions associated with outdoor recreation.
“We’re excited to partner with Jason as Field & Stream’s first brand ambassador,” said Lauren Hobart, EVP and chief marketing officer of Dick’s Sporting Goods and Field & Stream. “Our goal was to form an authentic partnership with someone who is genuinely passionate about hunting and fishing, and believes in building traditions through spending time outdoors. Jason was an obvious choice for us.”
A new TV spot, debuting on ESPN and other networks on Monday, stars Aldean and his father, Barry, retelling the story of Aldean’s first hunt and how hunting became not just a bond for father and son, but also a source for food for the family.
“Outdoor sports and activities have been a part of my life for as long as I can remember,” said Aldean. “Whether it was hunting with my dad and granddad, or fishing with my girls, it’s always been a way for us to spend time together. So I naturally am into what Field & Stream is all about, and am looking forward to being part of their team.”
Aldean is best known for the hits “Night Train” and “Burning It Down.” His next album, “They Don’t Know,” is due Sept. 9.
Watch the new TV spot below.