Breaking News
More () »

Toby Keith acquires Greenwood-based fishing brand

The country music star will "probably be out fishin'" this summer after his acquisition of Luck E Strike.

GREENWOOD, Arkansas — The bait and tackle brand, Luck E Strike, announced in a press release that the country music star, Toby Keith, has acquired the company.

Keith has respect for the brand's reputation. "It's actually one of the earliest fishing brands that is universally stocked in national retailers," Keith said of the brand. 

Like Keith's song, the company is focusing on its traditional "Made in America" division in Greenwood, Ark. The company is debuting its new slogan: "An American Original since 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 him involved and bringing this brand back to where it ought to be,” Houston said of Keith's acquisition. 

Keith believes he can bring the company back to as good as it once was and can bring the new focus and business they need. "We will put this brand back at the level it deserves," he said.

"It’s a working folk’s brand and Toby Keith is the right person at the right time to build this thing back up," said Luck E Strike General Manager Jeff Williams.

Watch 5NEWS on YouTube.

Download the 5NEWS app on your smartphone:

Stream 5NEWS 24/7 on the 5+ app: How to watch the 5+ app on your streaming device

To report a typo or grammatical error, please email KFSMDigitalTeam@tegna.com and detail which story you're referring to.

Before You Leave, Check This Out