New Arrivals

At a mere 1/8 oz. the Ultra Light Shad is the smallest, headstrong shad bait Rapala® makes. Small in size, but not in features, like a precision in...

Designed to offer big action in a small bait. Size 3 body dives to 8' and delivers an enticing wobbling and rolling action. Buoyant body easily bac...

Recognized by Field & Stream as "Best of the Best" 2013 Lure, they're the liveliest, yet toughest balsa core baits ever. Balsa on the inside, ...

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 Ot...

The Rapala Jig Box is the perfect place to store and protect your jigs! Heavy-Duty Four-Sided Tackle Storage Waterproof Seal High Compression Hook...

Next time you plan a fishing trip, ensure your rods make it safely. The new Rapala® Ice Rod Protector supports and secures your rod tips and blank...

Add unmatchable sensitivity to any ice rod. Snap-Back Titanium design will not kink of break. Adjustable tension and hi-vis indicator bead give ang...

To rig the 360° center-lock wheel simply feed your camera cable through the side cut-outs, cleat the cable into the desired locks, then rota...

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 ...

With quick rod snaps the Slab Rap® searches in wide, erratic directions, circling back to center after pause. Lift-drop motion creates subtle vibra...

Swimming in tantalizing circles under the ice or in open water for suspended game fish, the Jigging Rap® features a balanced, weighted minnow profi...

The versatility of the X-Rap allows an angler to impart a number of fish-catching actions in a single retrieve. Casts like a bullet for long accura...

Suspending on pause just like the real thing, it is just too much for even the wariest fish to resist. Lightweight and durable plastic body constru...

These lures actually have sound frequencies that are harmonic, uniform and "in tune" with nature. This secret of sound combined with the legendary...

Whether the fish are suspended, at the weed tops or holding on bottom structure, the CountDown® can get you to them consistently. Trolled or cast, ...

The lure that started it all is still the number one "go-to" lure. Whether twitched on top as a surface bait, retrieved as a shallow runner, weight...

With a slight exaggeration of the unique Rapala “baitfish in distress” swimming action, the Jointed® gets the undivided attention of otherwise dis...

Super sharp VMC® black nickel hooks. Hand-tuned and tank-tested ensures perfect swimming action right out of the box. Unmatchable action for attrac...

The rattle chamber transmits sound waves that amplify through the water. Metallic, natural or glass patterns. Suspending/Neutral Buoyancy Long-Cas...

Constructed of premium balsa, it is equally effective cast or trolled, performing from ultra-slow presentations to super fast without fail. Its pre...

Big action in a small bait, the Ultra Light Minnow is the new gold standard for ultra light baits. Weighted body casts incredibly far for such a sm...

V-hull body design combined with tail weighted balance allows the lure to cut quick with the snap of the rod, ending with a soft, long glide on sla...