Press Release: Toby Keith's "Made In America" Gets Real at Luck E Strike

For Immediate Release August 22, 2023

Press Release:

Toby Keith's "Made In America"
Gets Real at Luck E Strike

Iconic Fishing Brand in Production;
Inventory Expected to Ship in September

Next Month Singer-Songwriter Also Set to Receive
“Country Icon” Award At 2023 People’s Choice Country Awards In Nashville

Luck E Strike Fishing Company Logo Horizontal
Toby Keith Peoples Choice Icon Award Announcement Image

(NORMAN, Okla.) Singer, songwriter, entertainer and outdoorsman Toby Keith wasn't just blowing smoke about reviving the legendary bait and tackle brand Luck E Strike he acquired earlier this year. His pledge to have as much American-made product as possible is coming to fruition at the company's Greenwood, Arkansas facility.

"We've produced about 40,000 hard lures in the last two weeks," says LES GM Jeff Williams. "New paint is in and the decoration and finishing touches are underway." In a recently posted video update, Williams says the new product is coming soon. "Toby and I have talked about keeping our foot on the gas making as many [lures] as we possibly can. We could be putting some of our American-made hard-bait lures in packages by the end of this month or the middle of September."

In support of Luck E Strike's revival, Keith recently made a promotional trip to ICAST – the largest sportfishing trade show in the world – in Orlando. Advancing the rebranded product line – now with a red, white and blue color scheme – the appearance surely whet the appetite for new lures with current and future customers, as well as outdoor sports media. "I know a bunch of pro anglers and they're all telling me if I can get them the stuff, they'll fish with it," Keith says.

Luck E Strike's Jeff Williams  gives a new update on big progress.Video: Luck E Strike's Jeff Williams gives a new update on big progress.

Until the new lures are available, Luck E Strike fans can pre-order t-shirts, sweatshirts, keychains and more via the website here. "An American Original, est. 1970," Luck E Strike is endorsed by National Fresh Water Fishing Hall of Famer Jimmy Houston. "It's a big deal for the fishing industry as a whole to have [Toby] involved and bringing this brand back to where it ought to be," Houston recently said.

After an 18-month break from touring to focus on his health, Keith appears focused on a return to performing. Last month, he played two pop-up shows in his Oklahoma hometown, performing for more than two hours at both. The month before, he presided over his 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.

Plans for more performances and touring continue to come together in preparation to announce news later this year. But more immediately, Keith will receive the “Country Icon” Award at the inaugural People’s Choice Country Awards on September 28 in Nashville. The recognition honors him as one of the most influential artists of all time and a pioneer in country music as groundbreaking musician, humanitarian, and entrepreneur.


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