Field & Stream Licenses Co. has secured Graj + Gustavsen (G+G), a strategic/creative branding firm, to develop an updated brand platform for the 137-year old brand. The platform G+G created helped Field & Stream conclude a major license agreement with Dick’s Sporting Goods for fishing, camping, and hunting gear for 309 stores and its e-commerce site. The Dick’s agreement also covers fishing, hunting, and camping gear, as well as technical apparel.

“G+G’s experience with heritage lifestyle brands along with their licensing and retail experience made them ideal candidates for this project,” says Mike Tewey of Field & Stream Licenses Co.