2026 Hard Bait Sale 30%-Open Water Inventory Cleanout

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...

This is the original fish catcher other plastic lures have tried so hard to imitate. Rig it anyway you can imagine. The action of the original Mist...

The Jerk Minnow Jr. provides a swift and lifelike action that mimics the swimming motion of common baitfish in a smaller size.

Double-sided, ultra- fine carbon steel cutting edge. Silicone treated for corrosion-resistance.

Incorporating the familiar profile and irresistible action found in the hugely popular Finesse TRD™, the upsized Big TRD™ draws even more attention...

Northland's Eye-Candy Series of soft plastics revolutionizes how anglers fish for walleyes with its new Super TPE material. Leading the family is t...

It's hard to beat a live bait, but Northland's Eye-Candy Minnow does just that! Molded from Northland's Super TPE material, the Eye Candy Minnow sw...