Roland Martin Joins Toby Keith's FISH LUCKE Brand
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Elaine Schock or Meredith Louie
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Roland Martin Joins Toby Keith’s FISH LUCKE Brand
Iconic Angler Boards As Company Grows
Into Full-Line Tackle Supplier
(Greenwood, Ark.) FISH LUCKE – the World’s Luckiest Tackle – has been joined by world-renowned angler and television personality Roland Martin as a spokesperson for its growing line of bait and tackle. Formerly known as Luck E Strike, the company was revived by the late country music superstar Toby Keith in April 2023.
Star of NBC Sports Network’s weekly Fishing With Roland Martin, 19-time Bassmaster Tournament Trail winner Martin is particularly fond of FISH LUCKE’s American-made Scrounger and Redman Spinnerbait. He joins National Fresh Water Fishing Hall of Famer Jimmy Houston in endorsing FISH LUCKE tackle company.
“I know my dad would be over the moon to include another industry legend to our brand,” says Krystal Keith, who is an avid angler and has stepped in to take her dad’s role as an owner of the company. “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.”
“This is all part of Toby’s vision,” says FISH LUCKE/Strike Daddy’s Jeff 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.”
Relaunched in 2023 with a new red, white and blue product packaging alongside a newly purchased production facility in Arkansas, FISH LUCKE also offers a selection of apparel and other gear perfect for anglers and Toby Keith fans alike.
Visit FishLucke.com to browse the full line of products.
About Roland Martin,
“FISHING WITH ROLAND MARTIN”
For the past four decades, legendary angler Roland Martin has given viewers the scoop on how to outsmart a variety of gamefish. But after so many years of sharing his boat with millions of armchair anglers, you’d think his bag of tricks is about empty. No Way!! Martin continues to pull in the big ones with FISHING WITH ROLAND MARTIN, a half hour series on Sportsman Channel.
Martin plans to continue entertainment and education as part of the mainstays of his program, however he hopes to have a chance to focus on other issues confronting sportsmen. Conservation and the environment are becoming just as important to fishing as are the lures in our tackle boxes.
Martin’s incomparable level of enthusiasm is a big part of his personality. He has the vitality of a child when it comes to fishing that is refreshing to viewers. Known mostly for his bass fishing prowess, he’s adept at catching all species of gamefish—an attribute that adds variety to his show.
Bass fishing is the common thread that has woven through Martin’s fishing career. And his lofty status as a legendary angler was gained through his dominance of the sport of bass tournament competition. In the infant stages of the 50-year-old sport, Martin commandeered the winner’s circle the way the New York Yankees reined over the American League, and the Green Bay Packers once owned the National Football League.
Martin’s enthusiasm is legendary as are his 19 wins on the BASSMASTER Tournament Trail and nine B.A.S.S. Angler of the Year titles – both records. He still competes in competition tournaments like the Bass Opens, just to see what’s new in the fishing world.
HIGH WATER MARKS
As a Tournament Angler:
· 9 time B.A.S.S. Angler of the Year, (B.A.S.S. record)
· 19 first-place finishes (B.A.S.S. record)
· 20 second-place finishes (B.A.S.S. record)
· 2 million in career winnings
· 25 appearances in the BASS Master Classic
Career Highlights:
Martin placed second in his first B.A.S.S. tournament at the 1970 Toledo Bend Invitational on Toledo Bend Reservoir, TX/LA. He won the next tournament at Lake Seminole, GA/FL. And then placed second on his next tournament at Eufaula, AL He had his 19th Classic appearance in 1991, and returned to full time tournament competition the following season.
In 1986 he was inducted into the National Fishing Hall of Fame in Hayward, WI. Roland is the Member of five Hall of Fames including the Bass Fishing Hall of Fame in 2001 (first class of inductees), Legends of the Outdoors Hall of Fame in 2002 (first class of inductees) IGFA Sport Fishing Hall of Fame in 2003, as the very first freshwater angler inducted. Roland is also the only angler ever inducted into the Florida Sports Hall of Fame in 2012. In 2017 Roland was awarded the Lewis and Clark Conservation Award.
Martin is credited with defining “pattern fishing” as a technique in 1969. His definition, “A pattern is the exact set of water conditions such as depth, cover, structure, temperature, clarity, current, etc. which attracts fish to that specific spot and to other similar spots all over the same body of water.” He discovered the technique during seven years of guiding on Lake Santee-Cooper, S.C. in the 1960s. Roland made this technique available to millions of readers in his book, “101 Bass Catching Secrets” with Tim Tucker.
About Toby Keith
Bursting on to the country music scene with his solo-penned first single “Should’ve Been A Cowboy,” Toby Keith began stacking hits through a succession of label permutations, all of which built to the Sept. 1, 2005 launch of his own label, Show Dog Nashville. Keith released 14 albums during that final phase of his career, cementing his place as one of the most prolific self-directed creative forces in country’s modern era. All in, Keith amassed 42 top 10 hits, 33 No. 1s, more than 44 million albums sold, 100 million BMI performances, and more than 10 billion streams largely on the strength of his own songwriting and producing. He was elected into the Country Music Hall of Fame shortly before his passing in February. Among his many accomplishments, the New York based all-genre Songwriters Hall of Fame (2015), the National Medal of Arts (2021), the Nashville Songwriters Hall of Fame (2021), and BMI Icon (2022) were his most treasured.
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