Country music star Toby Keith has acquired bait and tackle brand Luck E Strike. The company, which was established in 1970, is relaunching this summer with a focus on its American-made division in Greenwood, Arkansas. The brand will maintain its current assortment of products sold nationwide and will introduce new additions such as rod-and-reel combos, apparel, fishing tools, and tackle systems. Luck E Strike is well-known in the bass fishing world for its tackle kits, hand-crafted crank baits, and the Redman Spinner Bait, which was designed by National Fresh Water Fishing Hall of Famer Jimmy Houston.

Houston, who also hosts the long-running show Jimmy Houston Outdoors, is the company's biggest brand ambassador. The brand will undergo a packaging redesign and will introduce a new red, white, and blue product line in the coming months. Keith is excited about the opportunity to bring the brand back to its former glory and build it back up to its deserved level in the industry. Houston praises Keith's patriotism and is thrilled to see him involved in the fishing industry.