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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 i...

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 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...

Precision Xtreme® Series is made with the finest construction and unrivaled technical qualities. The PXR Mavrik™ provides premium jerkbait features...

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 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...

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 DT® (Dives-To) series of crankbaits, dive fast to a preset depth and stay in the “strike zone” longer than any than other crankbait on the mark...

The CountDown® Elite harnesses over 80 years of lure making craftmanship into a premium balsa lure. It features the legendary controlled slow-sinki...

The Rapala Glow Pick with UV Light will become one of your must-have fishing tools. A two-tools-in-one 6 inch device featuring a forked punch remov...

Make fast work of landing and releasing your catch without harm to you or the fish. Securely hold fish with one-hand. Quick release mechanism holds...

Proven design for fast and easy de-hooking.

Though evasive in action, this classic Rapala minnow shape has a graceful, natural wobble for finesse tactics, yet responsive enough to be fished a...

Perfectly balanced, the Husky Jerk® can be cast or trolled at any speed and still run true. The rattle chamber transmits sound waves that amplify ...

Contoured finger grip handles offer secure grip on this survival tool for ice anglers. Hardened steel spikes penetrate the toughest of ice. Design...

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...

Get accurate measurements of all your fish. Includes fold up end wall to bump fish against for extreme accuracy. Ruler features large, easy-to-read...