HE SOLD 40 MILLION ALBUMS — BUT HIS LAST MISSION HAD NOTHING TO DO WITH MUSIC. In 2023, while most people knew Toby Keith was fighting stomach cancer, almost nobody knew he’d just bought a dying fishing brand. Luck E Strike — an American original since 1970 — was fading. The lures that Jimmy Houston used to build out of diaper pins and sell to Walmart. The tackle boxes that taught a whole generation what fishing felt like on a Saturday morning. Toby didn’t just write a check. He moved production back to Greenwood, Arkansas. Insisted every lure be American-made. Brought Jimmy Houston in to keep the soul of the brand alive. Within weeks, the team cranked out 40,000 hand-crafted lures. He wanted fishing to stay something ordinary folks could afford. That was the whole point. Less than a year later, Toby Keith was gone. But nobody at that little factory in Arkansas stopped working.
He Sold 40 Million Albums — But His Last Mission Had Nothing to Do With Music By the time most…