After Toby Keith’s latest Instagram photo caught fans off guard, this video of him singing with Oklahoma State’s softball team is easing people’s worries. While the Instagram photo showcased Keith’s major weight loss while he continues to battle cancer, his latest video is proving the disease isn’t slowing him down.
Sooner celebration.
— Holly Rowe (@sportsiren) June 9, 2023
Unapologetic
and @tobykeith remains one of the best humans ever ❤️ @OU_Softball pic.twitter.com/vXSbynIR2Y
As Mamas Uncut previously reported, when Toby Keith isn’t in the studio creating music, he’s – selling fishing equipment? The avid fisherman recently expanded his investment portfolio when he purchased a popular bait and tackle brand called Luck E Strike. The country music star revealed the news in a joint post on Instagram on May 24.
“Big news…Toby has acquired Luck E Strike, an iconic bait and tackle brand,” they wrote in the Instagram caption. “The company will be relaunching this summer with new products and a new look (including some red, white, and blue packaging!), so make sure you follow @luck.e.strike to stay up to date.”
The post shows Toby Keith lipping a fairly impressive catch. Fans took to the comments to congratulate him on his newest investment and, of course, the ‘keeper’ he was showing off in the picture. Those that were fans of the bait and tackle brand are excited to see what he can do to revitalize the company.
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Once news of the transaction went viral, Toby Keith released a statement that further explained how the deal came about. It was his good friend Jeff Williams, who currently operates as the General Manager of Luck E Strike, who reached out to Toby and let him know the company was up for sale, if interested.
Toby was most definitely interested, having been a fan of the company for years. “They’ve got a lot of history. It’s actually one of the earliest fishing brands that is universally stocked in national retailers,” he said of the bait and tackle brand. “This team is so good and the brand and product speak for themselves.”
And while he admits business hasn’t been dwindling recently, Toby Keith is dedicated to helping the brand thrive once again and vows to ‘build that back up’ with the addition of new rod-and-reel combos, apparel, fishing tools, and tackle systems. He’s on a mission to rebuild the brand and restore its reputation.
“They needed a new focus and vision and I happened to be standing at the door ready to pick up the pieces,” Keith continued in his statement. “I’m a nostalgic guy and that’s part of it, but this is great stuff. 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.”
Luck E Strike Ambassador, Jimmy Houston, Praises Toby Keith
Jimmy Houston is a man that needs no introduction in the angler community. He’s a professional angler who was inducted into the National Fresh Water Fishing Hall of Fame in 1990 and was an ESPN host for more than two decades. He has also been one of the biggest endorsers of Luck E Strike in the past.
“In addition to being one of the best singers and songwriters, Toby Keith is an incredible patriot. Tying those two together in an American lure company known for making outstanding bass and crappie lures at great prices is so exciting,” said Houston – adding that he’s happy to see the fire in his good friend’s eyes.
“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 continued. And his praise was mirrored by Toby Keith, who called Houston ‘one of three big legends in the fishing world’ and acknowledged what he means to the company.
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“He has been a spokesperson for Luck E Strike for decades, and started building his Redman Spinners out of diaper pins and selling them to Walmart,” Keith said of Houston. The company is aiming for a relaunch this summer and it’s sure to create a lot of buzz in the fishing community – as it already has!