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FISH LUCKE The World's Luckiest Tackle Brand
FISH LUCKE, based in Greenwood, Arkansas, is reviving the legacy of American-made, hand painted baits with high-quality craftsmanship and innovative lure designs. Owned by the family of country music legend Toby Keith, the brand continues his passion for fishing by working alongside longtime tackle industry expert Jeff Williams and legendary angler Jimmy Houston. Together, they have transformed the iconic Luck-E-Strike brand into a full-scale tackle company, offering a diverse range of baits designed to help anglers catch more fish.
American Made Hard Baits
The company’s lineup of American-made baits includes legendary lures like the Scrounger, Jimmy Houston Redman Spinner Bait, Vibra Swing, All American Rattler, STX Jerkbait, Squarebill, Deep Smoothy, G5, Hail Mary, and Crappie Magic Crankbait. Each bait is designed with precision, using decades of expertise to enhance action, durability, and fish-catching effectiveness. These baits reflect the commitment to quality, tradition, and American manufacturing that FISH LUCKE stands for.
Making Luck E Lures since 1970
Founded in 1970, Luck-E-Strike has been a staple in the fishing industry for over 50 years, earning the trust of millions of anglers across the United States. The brand’s commitment to innovation and performance has kept it at the forefront of the tackle industry, delivering products that continue to produce results on the water. Now, under the leadership of the Toby Keith family, FISH LUCKE is breathing new life into this legendary brand.
Fish LuckE
Designed for serious anglers, FISH LUCKE baits are built to target a wide range of species, including trout, crappie, largemouth bass, smallmouth bass, white bass, stripers, pike, musky, walleye, perch, inshore saltwater, and salmon. Whether you’re fishing in freshwater lakes, rivers, or along the coast, these baits provide the reliability and performance needed to land your next big catch. With a dedication to American craftsmanship, FISH LUCKE is redefining the future of fishing tackle.