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Eurtotackle's Z-Viber was the first ever micro lipless crankbait on the market! It is a unique 1" - 1/16oz rattle bait that belongs to its own cate...

The Senko is a staple in the fishing world. The original soft-plastic stickbait has become the #1 choice of anglers everywhere. “Iconic” is an unde...

The VMC® "Ike Approved" Wacky Weedless Jig Head was designed with the help of Bassmaster Elite Series veteran, Michael "Ike" Iaconelli. Featuring s...

The Jerk Minnow features a slightly split tail that delivers a swift and lifelike action that minicks the swimming motion of common baitfish. The ...

Gulp! Alive! baits offer the best alternative to live bait ever produced. The baits are soaked in the powerful attractant to catch more fish. Put t...

The key new feature of the 2019 Avenger series is the addition of the CFR technology.  The CFR, or Cyclonic Flow Rotor creates a “cyclonic” airflow...

Gift Cards emailed after checkout. Full face value of the gift card good for anything in the factory store (excludes licenses)

Designed to fasten easily without the need of an “application device” these wraps hold fast and don’t falter when hooked into a mondo of a fish.

A legend, reimagined. The next generation of Legend Tournament Bass is the latest in St. Croix Rod design, materials, and angler recognized feedbac...

A legend, reimagined. The next generation of Legend Tournament Bass is the latest in St. Croix Rod design, materials, and angler recognized feedbac...

Designed with sharp serrated cutting edge and oversized finger and thumb holes, these scissors actually grip and hold braided line for easy non-sli...

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 ...

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 ...

Easily and conveniently keep track or your daily catch with this easy to use tool. You can use it to get totals for the day, your whole trip or the...

Upgraded design of an essential tool, the Rapala® Fisherman's Pinch Light features excellent lighting power with locking on/off switch. Clasp swive...

Must-have for any fisherman this handy little tool helps you keep a fish's mouth open so you can easily remove hooks without the dangers of getti...

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

Get accurate measurement of all your fish for tracking your catch or qualifying catch for slot limits. Includes fold up end wall to bump fish again...

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

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...

The X-Rap® is "all about the action." The versatility of the X-Rap allows an angler to impart a number of fish-catching actions in a single retriev...

The extreme scent dispersion of Gulp! expands the strike zone allowing you to catch more fish! Berkley Gulp! truly is the next generation in soft b...