Luck E Strike Corp., a fishing lure manufacturer headquartered in Cassville, MO, was reportedly acquired by country singer Toby Keith. Terms were not disclosed.
The business will be operated by sporting goods industry veterans Jeff Williams, as general manager and Todd Hempen, as operations manager. The brand will relaunch this summer, focused on its traditional American-made division in Greenwood, AR.
“They’ve got a lot of history,” said Keith. “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.”
Luck E Strike is known for tackle kits, hand-crafted crank baits and its Redman Spinner Bait. The latter was designed by National Fresh Water Fishing Hall of Famer Jimmy Houston, the host of the 46-year-running Jimmy Houston Outdoors television show and 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.”
Photo courtesy Luck E Strike
