Jason Aldean is the New Face of Field & Stream

Dick’s Sporting Goods just named Jason Aldean the face of its “Field & Stream” brand. Owned and operated by Dick’s, Field & Stream focuses on fishing and hunting gear. Dick’s offers the products in both its large retail stores and 20 smaller Field & Stream stores.

As part of his agreement, Aldean will appear in several commercials for the brand. He also filmed this longform spot featuring his dad. In the video, Aldean and his dad Barry Williams reminisce about early hunting and fishing trips around a campfire.

Early memories carry a lot of weight with shoppers, and Dick’s hopes to tap into those emotions with the new Aldean ad campaign.

“The beauty of the Field & Stream brand is that it very much has an emotional connection with consumers,” Dick’s Executive Vice President Chief Marketing Officer Laurn Hobart told AdAge. “Jason is the perfect partner for us. Not only is he a country music star that can bring in a whole new demographic, but he’s also known already as an avid outdoorsman.”

Two 15-second ads and one 30-second ad featuring Aldean will begin running this week. No word on how much the sporting goods giant shelled out for Aldean. But, Dick’s sold more than $7.2 billion of merchandise in 2015, and spent more than $74 million on advertising.

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Jason Aldean is the New Face of Field & Stream