Toby Keith Says He’s “Ready To Pick Up The Pieces” As He Acquires A New Business

“They needed a new focus and vision, and I happened to be standing at the door ready to pick up the pieces,” Keith shared


Music Mayhem


Posted on May 24, 2023

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Toby Keith; Photo by Richard McLaren

Toby Keith announced that he has acquired Luck E Strike, an iconic bait and tackle brand that is used by some of the world’s best anglers.

The country superstar’s team shared the “big news” with fans via Toby Keith’s social media on Wednesday morning (May 24).

“Big News”

“Big news… Toby has acquired Luck E Strike, an iconic bait and tackle brand!” a post on Keith’s social media read. ”The company will be relaunching this summer with new products and a new look (including some red, white, and blue packaging!), so make sure you follow @luck.e.strike to stay up to date.”

Toby Keith Is “Ready To Pick Up The Pieces”

Keith knew he had to help keep Luck E Strike afloat after the company had gone through some tough times in the past year. “They needed a new focus and vision, and I happened to be standing at the door ready to pick up the pieces,” Keith shared in a press release.

“I’ve got a house on a lake where they hold a lot of fishing tournaments, and I became friends with Jeff [Williams], who has built two big tackle brands,” Keith continued. “He reached out and told me Luck E Strike was for sale, and he was as interested as I am in rebuilding it.”

“Toby Keith Is The Right Person… To Build This Thing Back Up”

Jeff Williams, an accomplished angler and businessman who has built tackle brands such as Team Catfish and Fle Fly, said he knows Keith will be able to get the company back to where it was.

“Everyone knows Luck E Strike and its industry-leading lures,” Williams says. “It’s a working folk’s brand and Toby Keith is the right person at the right time to build this thing back up. We’re already hard at work rebuilding wholesale relationships and vetting tackle manufacturer’s domestically and abroad. Luck E Strike will be a global tackle brand, with Toby’s involvement.”

Relaunching Luck E Strike This Summer

According to a press release, “the company is relaunching this summer with a new focus on its traditional American made division in Greenwood Ark., while maintaining the current assortments sold nationwide, as well as a new slogan: ‘An American Original Since 1970.’”

“They’ve got a lot of history,” Keith added. “It’s actually one of the earliest fishing brands that is universally stocked in national retailers.”

Luck E Strike is endorsed by National Fresh Water Fishing Hall of Famer Jimmy Houston and operated by sporting goods industry vets Jeff Williams (General Manager) and Todd Hempen (Operations Manager) and best known for their tackle kits, handcrafted crank baits and its Redman Spinner Bait. The latter of which was designed by Houston, who successfully used the bait for several decades and eventually led to his two 1st place finishes at the Bassmaster Classic. 

The Redman Spinner Bait is the first lure that will receive the brand’s new red, white and blue packaging in the coming months when the new product line launches. 

Luck E Strike’s Biggest Ambassador

Jimmy Houston, who has served as the host of the Jimmy Houston Outdoors television show for 46 years and counting, is Luck E Strike’s biggest brand ambassador.

“Jimmy is one of about three big legends in the fishing world,” Toby Keith later shared. “He has been a spokesperson for Luck E Strike for decades, and started building his Redman Spinners out of diaper pins and selling them to Walmart.”

Houston admits he thinks Keith is the perfect choice for the acquisition and knows it will have a major impact on the world of fishing.

“In addition to being one of the best singers and songwriters, Toby Keith is an incredible patriot,” Houston admitted. “Tying those two together in an American lure company known for making outstanding bass and crappie lures at great prices is so exciting. As his friend, I’m happy seeing the fire in his eyes over this company. It’s a big deal for the fishing industry as a whole to have him involved and bringing this brand back to where it ought to be.”

Promises To Build The Company Up

Toby Keith is taking the reigns of the business and vows to build it back up.

“This team is so good, and the brand and product speak for themselves,” Keith explained. “Through the years Luck E Strike has sold hundreds of SKUs nationally at major retailers. Unfortunately, that business has dwindled some, but we’re going to build that back up, add some rod-and-reel combos, apparel, fishing tools, and tackle systems. We will put this brand back at the level it deserves.”

He went on to share, “I’m a nostalgic guy and that’s part of it, but this is great stuff. I know a bunch of pro anglers and they’re all telling me if I can get them the stuff, they’ll fish with it.”

Toby Keith; Photo Courtesy of Getty Images for Country Thunder
Toby Keith; Photo Courtesy of Getty Images for Country Thunder

Diagnosed With Stomach Cancer, Forced Off The Road

The country hitmaker has remained off the road and relatively quiet since he revealed that he was diagnosed with stomach cancer in June of 2022. 

“Last fall I was diagnosed with stomach cancer. I’ve spent the last 6 months receiving chemo, radiation and surgery. So far, so good. I need time to breathe, recover and relax,” the Nashville Songwriters Hall of Fame member wrote at the time. “I am looking forward to spending this time with my family. But I will see the fans sooner than later. I can’t wait.”

Hopes To Return To The Road

In late 2022, Toby Keith sat down with CMT Hot 20 Countdown’s Cody Alan for a rare interview while at the 2022 BMI Country Awards, where he was being honored with the BMI Icon Award.

When asked about his plans to return to the road, the Oklahoma native said he’s hopeful for his touring future. “Yeah, I’m thinking about… I’m thinking about getting back to fightin’ shape. I need a little bit of time to just rest up and heal up,” he explained. “It’s pretty debilitating to have to go through all that, but as long as everything stays hunky-dory then we’ll look at something good in the future.”

With 32 No.1 singles and 40 million albums sold, Toby Keith is regarded as one of country music’s biggest hitmakers. He wrote a chart-topping hit every year for 20 consecutive years, including “How Do You Like Me Now?!,” “Courtesy of the Red, White, & Blue (The Angry American),” “I Love This Bar,” “Beer For My Horses,” and “As Good As I Once Was.”

New Album, Peso In My Pocket

In 2021, Toby Keith released his 19th studio album, Peso In My Pocket. The project includes the fan-favorite track, “Old School,” as well as his latest radio single, “Oklahoma Breakdown.”

YouTube video

Co-produced by Keith and Kenny Greenberg, the 10-track album includes songs co-written with Sammy Hagar, former frontman of Van Halen, as well as cuts from the Warren Brothers, Ryan Hurd, Maren Morris, Jessie Jo Dillon and more.

Additionally, Toby Keith is currently gearing up for the 19th annual Toby Keith & Friends Golf Classic, which will return to Norman, Oklahoma on June 2 and 3 in support of the OK Kids Korral.

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