A New LC Color

Brent Ehrler introduces a new color from Lucky Craft, it will be available across the LC line and is going to be a smallmouth killer.

Topwater with Ehrler

The topwater bite is about to get crazy as temperatures start to fall. Brent Ehrler introduces a new bait with a classic design. The new Keroll Max, is a jitterbug style lure with a couple of new twists. Find out what Brent thinks about it. Get all your Lucky Craft...

New Products from Reins

Reins Fishing, manufacturer of the premier tungsten weights on the market as well as innovative and highly versatile soft plastics, will introduce at the 2014 ICAST show a tungsten football head weight unlike any other available, as well as two compact flipping baits...

The 3rd Generation of Evoluzion

These 3rd-Generation EVOLUZION rods feature a redesigned C40 hybrid titanium blank that blends ultra-premium low-resin carbon material and titanium fibers for a uniquely crisp, sensitive, and powerful experience. Finished off with Torzite guides and the custom...

New Colors of the DT

MINNETONKA, Minn. (June 23, 2014) — From the tattoo parlor to the bait shop, the Rapala® DT® series is ready to roll up a sleeve and show off four fresh, new Ike’s Custom Ink colors — Girlfriend, Rasta, Mule and Bruise. Designed personally by Michael “Ike” Iaconelli,...

Rapala BX™ Baits Are Making Waves — LITERALLY

MINNETONKA, Minn. (June 23, 2014) — A surface-waking bait that swims with incredible, strike-inducing performance has to be built tough. Enter the new Rapala® BX™ (Balsa Xtreme) Waking Minnow. True to the BX Series blueprint, the BX Waking Minnow boasts a balsa core...