Country music star buys iconic US  bait and tackle brand

Toby Keith, singer of the country music anthem ‘Made in America,’ has acquired iconic bait and tackle brand Luck E Strike.

The company will be operated by industry veterans Jeff Williams, General Manager, and Todd Hempen, Operations Manager, and is endorsed by bass fishing legend, Jimmy Houston.

The brand will be relaunched this summer with a focus on its traditional American-made division in Greenwood, Arkansas, while at the same time maintaining its current range.

“Luck E Strike has a lot of history,” said the singer/songwriter. “It’s one of the earliest fishing brands universally stocked in national retailers.”

Luck E Strike is known for its tackle kits and hand-crafted crank baits, but is probably most famous for the Redman Spinner Bait designed by two-time Bassmaster Classic winner Houston (above), who used it for many years.

Trading in its old yellow and black packaging, the Redman Spinner will be the first lure to lead the company’s new product line.

“Jimmy has been spokesperson for Luck E Strike for decades,” said Keith. “He started building his Redman Spinners out of diaper pins and selling them to Walmart.”

Houston believes the acquisition will make a big impact in the industry. “I’m happy seeing the fire in his eyes over this. It’s a big deal for the fishing industry as whole to have him involved in bringing this brand back to where it ought to be.”

Luck E Strike has been in decline in recent years, but Keith believes the experienced Williams and Hempen will help provide a new focus and vision.

Williams is a bait and tackle developer whose previous brands have included Team Catfish and Fle Fly. “Luck E Strike will be a global brand,” he says.

Hempen has more than 30 years retail and supply chain experience with household names like Bass Pro Shops, Walmart and Amazon.

Toby Keith has amassed 42 top 10 hits, 32 number ones, 40 million album sales and more than 10 billion streams and has his own Show Dog Nashville record label.