Roland Martin Joins Toby Keith’s FISH LUCKE

GREENWOOD, Ark. — In a powerful new alliance for the fishing industry, FISH LUCKE, proudly known as “the World’s Luckiest Tackle,” has announced legendary angler and television personality Roland Martin as its official spokesperson. The partnership strengthens the brand’s commitment to premium, American-made fishing tackle while honoring its revitalized legacy under late country music icon Toby Keith.

Formerly known as Luck E Strike, the brand was relaunched in April 2023 when Toby Keith personally acquired and revived the iconic company. The move sparked excitement among professional anglers and recreational fishermen alike, particularly those who have long favored classic American-made lures.

Roland Martin: Endorsing FISH LUCKE’s Heritage and Quality

Roland Martin, widely recognized as one of the most accomplished bass anglers in history, brings decades of expertise to FISH LUCKE’s mission. The 19-time Bassmaster Tournament Trail winner and host of the long-running Fishing With Roland Martin series on the Sportsman Channel is particularly enthusiastic about two standout products from FISH LUCKE’s lineup—the Redman Spinnerbait and the Scrounger—both now made in the USA.

“When Toby Keith bought Luck E Strike, I was excited as I knew the fishing world would be thrilled to see some great lures like the Redman Spinner bait and the original Scrounger be available again and now made in the USA,” said Martin. “They have started production of the new FISH LUCKE lures, like the Salty Sink, that will set new standards for anglers who want quality made. I am so happy to be able to work with everyone and look forward to being part of a wonderful group of folks. I know Toby is happy with his dream coming true.”

Continuing a Vision: Krystal Keith and the Legacy of Toby Keith

Following Toby Keith’s passing in early 2024, his daughter Krystal Keith—a passionate angler herself—has taken on a leadership role within FISH LUCKE, ensuring that her father’s vision lives on. She expressed deep admiration for Martin joining the company, noting the synergy between two of fishing’s most respected names.

“I know my dad would be over the moon to include another industry legend to our brand,” said Krystal. “Jimmy and Roland have always been a stellar duo and our family feels honored that Roland believes in FISH LUCKE. We look forward to joining forces and supporting his storied legacy.”

Jeff Williams: A Unified Mission to Grow an American Brand

Jeff Williams, who works closely with the brand under his Strike Daddy banner, also emphasized how meaningful this collaboration is—not only as part of the brand’s strategy, but as a realization of Toby Keith’s personal wishes.

“This is all part of Toby’s vision,” said Williams. “Roland was someone Toby admired and wanted as part of the brand. Together with Krystal, we are boldly moving forward creating new American-made products and building relationships with America’s best retailers.”

FISH LUCKE: Reborn with American Pride and Premium Quality

Since its relaunch, FISH LUCKE has rebranded with a bold new identity, featuring patriotic red, white, and blue packaging and a newly built production facility in Arkansas. The company now offers a growing line of premium fishing tackle—including the Salty Sink, a new soft plastic lure praised for its durability and performance—as well as branded apparel and gear tailored to both fishing enthusiasts and fans of Toby Keith.

Whether you’re casting on the lake or just showing off your love for American-made quality, FISH LUCKE products are designed to meet the needs of serious anglers and everyday outdoorsmen alike.

Shop the full product line at FishLucke.com.

About Roland Martin: A Bass Fishing Pioneer and Living Legend

Roland Martin has captivated fishing fans for more than four decades as the charismatic host of Fishing With Roland Martin. His infectious passion for angling and wealth of experience has educated generations of viewers on how to catch bass and other gamefish, while instilling a deeper respect for conservation and the natural environment.

He remains one of the most successful and influential anglers in history, with an unmatched list of accomplishments that includes:

Tournament Achievements:

• 9× B.A.S.S. Angler of the Year (a B.A.S.S. record)

• 19 First-Place B.A.S.S. Finishes

• 20 Second-Place Finishes

• Over $2 Million in Career Earnings

• 25 Appearances in the Bassmaster Classic

Martin placed second in his very first B.A.S.S. tournament in 1970 and won the following event. His innovative mindset revolutionized the sport, especially with his introduction of pattern fishing—a now-standard technique he discovered while guiding on South Carolina’s Lake Santee-Cooper.

Martin defined pattern fishing as “the exact set of water conditions… which attracts fish to that specific spot and to other similar spots all over the same body of water.”

This concept became a game-changer in tournament strategies and was later detailed in his co-authored book, 101 Bass Catching Secrets.

Hall of Fame Inductions and Career Milestones:

Martin is a member of five prestigious halls of fame:

• National Fishing Hall of Fame (1986)

• Bass Fishing Hall of Fame (2001, inaugural class)

• Legends of the Outdoors Hall of Fame (2002)

• IGFA Sport Fishing Hall of Fame (2003) – First freshwater angler inducted

• Florida Sports Hall of Fame (2012)

He also received the Lewis and Clark Conservation Award in 2017 for his dedication to environmental sustainability.

Despite his legendary status, Roland Martin continues to fish competitively, staying connected to emerging trends and techniques in the fishing world.

About Toby Keith: A Music Icon and Outdoor Advocate

Toby Keith’s influence extends far beyond the music charts. After launching his career with the chart-topping debut single “Should’ve Been a Cowboy”, Keith became one of country music’s most successful and self-directed artists. He formed his own label, Show Dog Nashville, in 2005 and went on to release 14 albums under that banner.

Career Achievements:

• 33 No. 1 Singles

• 42 Top 10 Hits

• More than 44 Million Albums Sold

• Over 10 Billion Global Streams

Keith was inducted into the Country Music Hall of Fame in 2024, shortly before his passing. He was also honored with:

• Songwriters Hall of Fame (2015)

• National Medal of Arts (2021)

• Nashville Songwriters Hall of Fame (2021)

• BMI Icon Award (2022)

His passion for the outdoors—and especially for fishing—was well-known. Reviving Luck E Strike as FISH LUCKE was a personal dream that continues today through the efforts of his family, friends, and respected partners like Roland Martin.

Experience the Legacy of American Fishing

FISH LUCKE is more than a tackle brand—it’s a tribute to American craftsmanship, family values, and the rich legacy of those who helped shape the sport of fishing. With Roland Martin and Jimmy Houston on board, the company is primed to inspire a new generation of anglers.

Visit FishLucke.com to shop American-made fishing gear and learn more about the legends behind the brand.

About FISH LUCKE

FISH LUCKE believes that harder strikes and longer bites should be the rule, not the exception. Fish  has been a mainstay in the fishing industry for more than 45 years, producing a variety of quality lures that have filled tackle boxes all over the world.

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Andrea Marini

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