Toby Keith Buys Luck 'E' Strike Fishing Company

May 24, 2023
Industry News Archive
Toby Keith

Singer-songwriter, Toby Keith has reeled in acquisition of big-time bait and tackle brand, Luck E Strike.

Keith joins the American-made team, operated by sporting goods industry experts Jeff Williams (GM) and Todd Hempen (OM), just in time for their new summer launch. The brand relaunch will focus on its traditional division in Greenwood, AR, while maintaining the sales of their current products nationwide. They also have a adopted a new slogan, "An American Original Since 1970."

"They've got a lot of history," Keith said of the brand. "It's actually one of the earliest fishing brands that is universally stocked in national retailers."

According to Luck E Strike endorser and National Fresh Water Fishing Hall of Famer Jimmy Houston, the deal is a win-win or all parties involved.

"In addition to being one of the best singers and songwriters, Toby Keith is an incredible patriot," said Houston, who’s also hosted the Jimmy Houston Outdoors television show for the past 46 years.

"Tying those two together in an American lure company known for making outstanding bass and crappie lures at great prices is so exciting,” he continued. “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.”

Keith says he is excited to get the company back on track after some big-time business struggles over the past few years. "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," said Keith. "He reached out and told me Luck E Strike was for sale, and he was as interested as I am in rebuilding it."

He continued, "This team is so good and the brand and product speak for themselves. 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.

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.”