For Immediate Release July 21, 2023

Press Release:

Toby Keith On The Move With Appearances, Performances

Surprise Hometown Shows And a Sportfishing Trade Show During Last Two Weeks

(ORLANDO, Fla; NORMAN, Okla.) Singer, songwriter, entertainer and sportfishing entrepreneur Toby Keith has been busy on two fronts recently – music and fishing. Keith attended ICAST in Orlando last week on behalf of his recently acquired iconic bait and tackle brand Luck E Strike. Before his Florida trip, Keith played two hometown pop-up concerts, offering a glimpse of his long-awaited return to touring.

News that the Songwriters Hall of Famer might be performing in Norman spread like wildfire the weekend before Independence Day. Keith, who also just received the news that he will be award the 'Country Icon' Award at the 2023 People's Choice Country Awards in September, played more than two hours both Friday and Saturday nights at the historic Hollywood Corners roadhouse he purchased and renovated in 2015. "This was supposed to be a secret," Keith said to the bigger than expected crowd, as noted by a fan interviewed by The Oklahoman. The fan added, "He seemed taken aback that that many people were there."

Like Hollywood Corners, Luck E Strike is an iconic institution that had fallen on hard times. Purchasing the company famous for its Redman Spinner Bait – among many others ­– earlier this year, Keith is bent on returning it to former glory.

Last week's promotional trip to the 66th edition of the International Convention of Allied Sportfishing Trades (ICAST) set the table with Luck E Strike's current and future customers, as well as outdoor sports media. Keith took to the convention center floor to visit with some of the buyers, manufacturers, and suppliers attending the largest sportfishing trade show in the world.

Both appearances point toward a much-anticipated musical return for Keith, who also celebrated a recent milestone with "I Love This Bar." The five-week No. 1 single from 2003 recently crossed the 100-million stream mark on Spotify. Prior to that, he presided over the annual Toby Keith & Friends Golf Classic, which raised a record $1.8 million for the families of children battling cancer in the Oklahoma City area.

Luck E Strike, meanwhile, has been rebranded with a red, white and blue color scheme. Fans and sportfishing enthusiasts can pre-order t-shirts, sweatshirts, keychains and more individually or in bundles available on the website here. 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), Luck E Strike is "An American Original, est. 1970."