The Strike King Hack Attack Heavy Cover Swim Jig was designed by Bassmaster Elite Series veteran, Greg Hackney to be fished in and around the heavi...

Designed with professional angler and expert spinnerbait fisherman Edwin Evers, the Berkley Power Blade breathes modern design and execution into a...

The Berkley Choppo is a plopper-style topwater lure designed for bass and other surface feeding sportfish. Whether you are a weekend warrior or a s...

A hybrid baitfish-crayfish design ideal for crawling over rocks and bottom structure, the Berkley Money Badger 6.25 Crankbaits feature a slow rise ...

The Strike King Tour Grade Ned Jig Head is a flat-bottom Ned rig jighead. Designed to be paired with your favorite soft plastic Ned rig bait of ch...

Designed with the help of renowned jig fisherman, Denny Brauer, the Strike King Denny Brauer Structure Jig offers an increased strike-to-hookup rat...

Fine-tuned to produce a constant hard-pulsing vibration without fouling, the Strike King Thunder Cricket Gold Vibrating Jigs are built around Strik...

Our Trout Trailers are scented with our new Psychic Sauce. The steady wiggle/waggle action of our Trailers, along with the special secret Psychic S...

The Strike King Tour Grade Swim Jig includes a streamlined, balanced head for an enhanced swimming action. The head also features life-like eyes an...

The Rage Tail by Strike King brings a revolutionary new look to soft plastics. Each Rage Tail Lure has a unique and exclusive tail design and is en...

The Strike King KVD 300 Jerkbait is the result of close to two years of designing and testing by Kevin VanDam, one of the most renowned jerkbait an...

The Gambler GOAT Swim Jig is a new skirted jig from Gambler designed to be most heavy duty jig in their swim jig lineup. The GOAT (Greatest of All ...

With a scent-packed lizard shape, the NetBait BaitFuel Lizard Creature Bait harnesses the power of BaitFuel for a presentation that bass won’t pass...

A creature bait all the way, the Netbait Mad Paca is a soft plastic lure designed to offer anglers a bit bulkier bait with tons of action. Utilizin...

The NetBait Tiny Paca Chunk emerges as America's favorite Jig Trailer, offering a substantial upgrade in vibration and action for any type of jiggi...

The NetBait Tiny Paca Craw w/Baitfuel Infusion emerges as an exceptionally versatile soft plastic craw bait, combining patented Paca Technology wit...

Whether you’re chasing crappie or trying to finesse a big bass bite, the Jenko Fishing Big T Fry is an irresistible snack for any predator your wat...

Designed by B.A.S.S. Elite Series Pro Brett Hite, the Zako Swimbait joins the ranks of Yamamoto’s legendary line of soft plastic baits.  Its segmen...

The Gary Yamamoto Kickin' Zako is a 4 inch, paddle tail version of the top-selling Gary Yamamoto Zako. Other than the paddle tail, the Kickin' Zako...

Berkley PowerBait makes novice anglers good and good anglers great! Berkley scientists have spent over 25 years perfecting an irresistible scent an...

Berkley's development of the Chigger Craw has once again raised the bar when it comes to realistic soft plastics. The Berkley Chigger Craw is desig...

 6" King Cocahoe Minnow Effective lifelike action for a variety of styles. Great for sight fishing, vertical jigging and trolling. Use them to buil...

Add some reliable soft plastic jerkbaits to your saltwater arsenal! Bass Assassin's® Forked Tail Saltwater Shad features a thick body structure and...

The Bass Assassin® Sea Shad Assassin has a high-action paddle tail that spurs plenty of interest from inshore species. Molded of an extra-soft plas...

The 5″ Salty Snack is specially designed for trophy speckled trout when rigged on the included hook. The Salty Snack descends slowly in horizontal ...

Designed in conjunction with Strike King prostaff to create a ribbon-tail worm loaded with big bass attraction, the Strike King Perfect Plastic Zeu...

Gambler's 4" Ugly Otter is fast becoming a bait that bass anglers worldwide must have in their arsenal. Gambler designed the bait with two small pa...

The Mister Twister 2¼ inch Sassy Stingum is made with a super soft formula that allows the lure to give off maximum action in the water. This life-...

The Mister Twister® Sassy Shad replicates the one baitfish that most freshwater and saltwater game fish seek as a food source. Sassy Shad will out ...

Introducing the all-new Mr. Crappie Sugar Glider Soft Plastic, a downsized counterpart to the highly popular Mr. Crappie Shadpole!Crafted from soft...

Introducing the all-new Mr. Crappie Maxie Waxie Soft Plastic, a deceptively unassuming yet highly potent bait designed to make a significant impact...

Introducing the BaitFuel Saltwater GO2 Grub, the go-to choice for saltwater anglers targeting Snook, Redfish, Trout and more. The GO2 Grub combines...

The Norton Lures Bull Minnow 3-3/4" Unrigged Plastic Swimbaits 8-Pack feature swagger action to draw speckled trout, redfish, flounder and snook t...

Norton Lures has been a top name brand lure in Texas since 1987. The Sand Shad Jr. is a 4" soft plastic paddle-tailed durable lure. The 4" Sand Sha...

Long Cast Minnow boasts extremely efficient casts that serve land-based anglers, as well as those fishing from a boat. Punching through even windy ...

Designed by BASS Elite Series pro and noted jig fishing specialist, David Walker, the Z Man David Walker’s Crosseyez Flippin’ Jig is built for fish...

Introducing the Z-Man Gremlin, a brand-new addition to Z-Man's lineup, expertly crafted under the guidance of Brian Latimer himself!This innovative...

A unique straight-tail shad profile excellent for a variety of micro finesse applications, the Z-Man Stingerz features a thick body that tapers to ...

A scaled-down version of the popular TRD Ticklerz, the Z-Man Tiny Ticklerz is a stickbait-tube hybrid design that features a solid body for easy ri...

The Hybrid Hunter features a fat-bodied, flat-sided shape with a unique “L-Shaped” 90-degree bill. Combined, these features create a hard thumping,...

Delivering realistic swimming action with a wedge-shaped tail and a wide range of retrieve speeds, the Z-Man Mulletron LT Swimbait features an ultr...