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World's Collide

  • Country Superstar

    An astonishing 42 top 10 hits, 32 No. 1s, 40 million albums sold, and more than 10 billion streams under his belt. Yet, the star says one of his most exciting ventures to-date is his acquisition of iconic brand Luck E Strike. An avid fisherman, the star plans to restore the brand to it's previous glory and then help it soar to new heights.

  • Luck E Strike Brand

    An American Original Since 1970, Luck E Strike has held an iconic place in the fishing world for over 5 decades. The well-known brand can be found in retailers large and small nationwide. A trusted brand fueled by innovation and driven by the thrill of the catch.

  • Jimmy Houston

    With 45 years on the air with his numerous television shows, America's favorite fisherman is one of the most recognizable figures in all of fishing. Jimmy Houston, in addition to being a long-time friend and fishing buddy of Toby Keith, has competed with Luck E Strike lures for decades and has aided in design and development of new products throughout his years with the brand.

The Latest News

  • Roland Martin Joins Toby Keith's FISH LUCKE Brand

    (Greenwood, Ark.)FISH LUCKE– the World's Luckiest Tackle – has been joined by world-renowned angler and television personality Roland Martin as a spokesperson for its growing line of bait and tackle. Formerly known as Luck E Strike, the company was revived by the late country music superstar Toby Keith in April 2023.

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  • Press Release: May 24, 2023

    Toby Keith Acquires Iconic Fishing Brand Luck E Strike. Fishing Legend Jimmy Houston Among Team Reviving Historic Company
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  • Press Release: July 21, 2023

    Toby Keith On The Move With Appearances, Performances. Surprise Hometown Shows And a Sportfishing Trade Show During Last Two Weeks
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