The Business Magazine of the Fishing & Marine Industry

Toby Keith Casts Product Line with Luck E Strike

NORMAN, Okla. – Singer, songwriter and entertainer Toby Keith is keeping things at full speed for the summer. Luck E Strike, the iconic bait and tackle brand he recently acquired, has newly redesigned merchandise available in time for the July 4 holiday. His “I Love This Bar” single just reached a significant milestone. And he recently hinted at performing again while hosting his Toby Keith & Friends charity fundraiser – which just happened to set a new record.

Rebranded in its new red, white and blue color scheme, Luck E Strike fans can pre-order t-shirts, sweatshirts, keychains, decals and more individually or in bundles available on the website here. “An American Original, est. 1970,” as the slogan goes, Luck E Strike is 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). Krystal Keith, Toby’s daughter, is also helping guide the brand’s e-commerce and web development.

“I’m a nostalgic guy and that’s part of it, but this is great stuff,” Keith said in announcing his acquisition of the heritage company that had fallen on hard times. “We’re going to put this thing back at the level it deserves.” In an exclusive Sunday front page interview recently published in The Oklahoman, Keith has gone on to say, “I’m excited … (working with Luck E Strike is) as much fun as I’ve had in a long time.”

Speaking of leveling up, Keith’s five-week No. 1 single from 2003, “I Love This Bar,” has crossed 100 million Spotify streams. Co-written by Keith with Scotty Emerick, the song was the lead single from his quadruple platinum Shock’n Y’all album.

With his music still in high demand, fans are understandably wondering when Keith will tour again. The answers are beginning to come into view in The Oklahoman cover story. “I’m feeling pretty good,” he said of his battle with stomach cancer. As for music, he added, “My goal is, I feel better. And I’m thinking about bringing the band in and setting up.”

The interview was conducted the first weekend in June at 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. All-in, the event has raised almost $18 million to support OK Kids Korral, a cost-free home-away-from-home for children and families seeking treatment.

For more information, visit www.luckestrike.com.