Toby Keith rang in his 62nd birthday in style alongside National Fresh Water Fishing Hall of Famer, Jimmy Houston. The pair recently enjoyed a meal together at Uncle Julio’s Mexican Restaurant in Orlando, Florida in honor of the occasion.
According to a social media post from Houston, the country superstar indulged in a Mexican dinner and topped it off with a watermelon raspberry cake.
The photo showcases the Oklahoma native sporting a smile while giving a thumbs-up to the camera. He is seen posing in front of his custom birthday cake that appears to read, “You’re one in a melon.”
“Jimmy is with Toby Keith at Uncle Julio’s Mexican Restaurant in Orlando. Happy Birthday Toby!!! Watermelon Raspberry Cake!!!” the caption reads. The comments section of the post is filled with Happy Birthday messages for the
Toby Keith was born on July 8, 1961. It’s unclear if the photo was taken on his birthday, or if this was a belated birthday celebration.
Toby Keith recently acquired Luck E Strike, a bait and tackle brand endorsed by Houston and operated by sporting goods industry vets Jeff Williams (General Manager) and Todd Hempen (Operations Manager). Luck E Strike is best known for their tackle kits, handcrafted crank baits and its Redman Spinner Bait. The latter of which was designed by Houston, who successfully used the bait for several decades and eventually led to his two 1st place finishes at the Bassmaster Classic.
Keith’s team shared the “big news” with fans via his social media on Wednesday, May 24, writing, “Toby has acquired Luck E Strike, an iconic bait and tackle brand! 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.”
Keith knew he had to help keep Luck E Strike afloat after the company had gone through some tough times in the past year. “They needed a new focus and vision, and I happened to be standing at the door ready to pick up the pieces,” Keith shared in a press release.
“I’ve got a house on a lake where they hold a lot of fishing tournaments, and I became friends with Jeff [Williams], who has built two big tackle brands,” Keith continued. “He reached out and told me Luck E Strike was for sale, and he was as interested as I am in rebuilding it.”
Jeff Williams, an accomplished angler and businessman who has built tackle brands such as Team Catfish and Fle Fly, said he knows Keith will be able to get the company back to where it was.
“Everyone knows Luck E Strike and its industry-leading lures,” Williams says. “It’s a working folk’s brand and Toby Keith is the right person at the right time to build this thing back up. We’re already hard at work rebuilding wholesale relationships and vetting tackle manufacturer’s domestically and abroad. Luck E Strike will be a global tackle brand, with Toby’s involvement.”
According to a press release, “the company is relaunching this summer with a new focus on its traditional American made division in Greenwood Ark., while maintaining the current assortments sold nationwide, as well as a new slogan: ‘An American Original Since 1970.’”
“They’ve got a lot of history,” Keith added. “It’s actually one of the earliest fishing brands that is universally stocked in national retailers.”
Jimmy Houston, who has served as the host of the Jimmy Houston Outdoors television show for 46 years and counting, is Luck E Strike’s biggest brand ambassador.
“Jimmy is one of about three big legends in the fishing world,” Toby Keith later shared. “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.”
Houston admits he thinks Keith is the perfect choice for the acquisition and knows it will have a major impact on the world of fishing.
“In addition to being one of the best singers and songwriters, Toby Keith is an incredible patriot,” Houston admitted. “Tying those two together in an American lure company known for making outstanding bass and crappie lures at great prices is so exciting. As his friend, I’m happy seeing the fire in his eyes over this company. 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.”
Toby Keith is taking the reigns of the business and vows to build it back up.
“This team is so good, and the brand and product speak for themselves,” Keith explained. “Through the years Luck E Strike has sold hundreds of SKUs nationally at major retailers. Unfortunately, that business has dwindled some, but we’re going to build that back up, add some rod-and-reel combos, apparel, fishing tools, and tackle systems. We will put this brand back at the level it deserves.”
He went on to share, “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.”
The “Oklahoma Breakdown” singer recently returned to the stage for the first time amid his battle with stomach cancer. Keith surprised fans with not just one, but two, surprise, pop-up performances in his home state of Oklahoma earlier this month.
The shows, which took place at his Hollywood Corners venue in Norman, Oklahoma, featured Keith performing alongside a full band and reportedly ran over two hours.
These two shows mark Keith’s first official headlining performances since being forced to cancel all of his tour dates in June of 2022 due to his stomach cancer diagnosis.
While his touring plans still remain unknown, Keith shared an encouraging health update while chatting with The Oklahoman.
“I feel better; I’ve got more wind. And I’m thinking about bringing the band in and setting up, playing two or three days somewhere just to see if I can get through two hours,” Keith continued, “And if I do, (I’ll) be out on the road this fall. All I got to do is see if I can get through two or three nights of work and get a little break in this chemo, and we’ll go back to work. I’m ready.”
Toby Keith is filled with optimism as he looks forward to hitting the road again this fall, although there have been no official announcements made yet. Stay updated by visiting his official website for the latest news and updates.