Toby Keith has acquired bait and tackle brand Luck E Strike.

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), the company is relaunching this summer with a new focus on its traditional American made division in Greenwood, Arkansas, 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 says.

“It’s actually one of the earliest fishing brands that is universally stocked in national retailers. 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.”

In the bass fishing world Luck E Strike is well known for tackle kits, hand-crafted crank baits and its Redman Spinner Bait. The latter was designed by Houston, who used it successfully for decades and led to his two 1st Place Finishes at the Bassmaster Classic.

Trading in its prior yellow and black packaging, the Redman Spinner will be the first lure to lead the company’s new red, white and blue packaged product line in the coming months.

Houston, the host of the 46-year running  television show, is the company’s biggest brand ambassador.

“In addition to being one of the best singers and songwriters, Toby Keith is an incredible patriot,” Houston said. “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.”