LAUREN LAFFER • Sounds Like Nashville
Jason Aldean is professing his love for the outdoors in a new partnership with Field & Stream, an outdoor specialty brand owned by DICK’s Sporting Goods. Aldean, the brand’s first-ever celebrity marketing partner, will be at the forefront of a new 360 marketing campaign, “Traditions.”
“Outdoor sports have been a part of my life for as long as I can remember,” said the singer. “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 was naturally into what Field & Streams was all about when they approached me about it, and am looking forward to being part of their team.”
“We’re honored to partner with Jason as Field & Stream’s first brand ambassador,” said Lauren Hobart, Executive Vice President & Chief Marketing Officer, DICK’S Sporting Goods and Field & Stream. “It was a priority 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.”
Part of the reason Aldean wanted to take part in the campaign was for his daughters, Keely, 13, and Kendyl, 8.
“I have two daughters and getting them involved in the outdoors is really important,” the Georgia native told PEOPLE. “For any parent right now, there’s so many other things that can keep kids distracted and keep them from wanting to go outside and do things in the outdoors. Now more than ever, that’s just an important message – to get them out and get them interested in other things.”
The family affair continues through a special ESPN commercial that features the “Lights Come On” singer with his father Barry as they celebrate their own traditions for the outdoors. The nationwide commercial will air on the Outdoor Channel, Nat Geo, Discovery, History and more.