An astonishing 42 top 10 hits, 32 No. 1s, 40 million albums sold, and more than 10 billion streams under his belt. Yet, the star says one of his most exciting ventures to-date is his acquisition of iconic brand Luck E Strike. An avid fisherman, the star plans to restore the brand to it's previous glory and then help it soar to new heights.

An American Original Since 1970, Luck E Strike has held an iconic place in the fishing world for over 5 decades. The well-known brand can be found in retailers large and small nationwide. A trusted brand fueled by innovation and driven by the thrill of the catch.

With 45 years on the air with his numerous television shows, America's favorite fisherman is one of the most recognizable figures in all of fishing. Jimmy Houston, in addition to being a long-time friend and fishing buddy of Toby Keith, has competed with Luck E Strike lures for decades and has aided in design and development of new products throughout his years with the brand.