New Arrivals

Laser holographic blade and body finish creates “flash” with this torpedo designed to go deep. 30 degree deep depth blade runs 5 feet. The 30 degre...

Protect your rigged-up lure from damage and tangling with other lures, rods, and lines. Durable, clear, hook-resistant PVC window Reinforced hook ...

Continuing with the original features progressively tapered full-tang blade of European stainless steel that takes and holds an ultra-sharp edge. B...

Classic Rapala wounded-minnow action, durable plastic body construction and loud rattles make the Harvest Shad ideal for targeting your favorite ga...

Following in the footsteps of the legend, yet lighter than the original Rapala Jigging Rap, the Jigging Shadow Rap features a slower darting action...

The tiniest Rapala lure yet. With its micro profile and finesse rocking design, the new Nano Rap® excels at vertical jigging, triggering more stri...

Notched tapered tail generates quivering with the slightest movement Integrated slot for VMC® Crossover Rings® to maximize usage when Wacky or Nek...

The Rapala PXR Mavrik 110 Jerkbait debuts as the first offering in Rapala's professional-grade PXR lures (Precision, Xtreme, Redline). A suspending...

Extra salt content provides excellent “shimmy” action on the fall Integrated slot for VMC Crossover Rings to maximize usage when Wacky or Neko rig...

Super TPE material is extremely durable and allows bait to float Unique paddle tail design offers subtle swimming action Solid body for maximum du...

The shallow running version of the Shad Rap®. Constructed of premium balsa, it is ideal for fishing skinny water it features precise action, deta...

The Shad Rap® Elite is built around the features of the popular and proven original Shad Rap. The Elite structure consists of premium balsa wood, a...

Jigging Rap® Magnum® falls fast and true, designed for targeting individual fish when using forward-facing sonar. The heavy-weighted body makes it ...

Sometimes in bass fishing, less is more, that’s exactly where the tasty Ned BLT™ comes in. TPE material is extremely durable and allows bait to f...

To lead CrushCity™, you need to be dependable, adaptable and fearless, which is why the The Mayor™ is the perfect candidate to crush big bass. The...

The Freeloader™ is the bait you want trailing along for the ride on your spinnerbait, vibrating jig or scrounger. Belly and top hook slots help in...

Like all CrushCity™ baits, the Cleanup Craw™ was crafted from the mind of Jacob Wheeler to make his dream craw bait. At 3.5 inches long, the Clean...

The most unique offering in the CrushCity™ lineup, the Bronco Bug™ offers a body with actions that most bass haven’t seen before. Double-sided rib...

From a passion of bait building as a childhood hobby to customizing lures as a professional angler, the OG Series® is born of the sawdust from Ott...

The CountDown® Elite harnesses over 80 years of lure making craftmanship into a premium balsa lure, featuring legendary controlled slow-sinking me...

The Rippin' Rap features a lipless, deep belly profile designed to crank, swim and rip. With its skinny sides this bait flutters on the drop. Hard ...