Hardbaits

Yakima Bait Mag Lip lures are high-action trolling plugs that dive deep and produce gamefish such as crappie, trout, walleye, salmon, and steelhead...

Delivering the perfect balance of metal, plastic, and Rapala expertise, the Rapala V Blade Blade Bait is an extremely versatile bait that can be wo...

Refined through countless prototypes, the Berkley J-Walker was designed in collaboration with Berkley Lures and Elite Series pro, Justin Lucas, to ...

This surface plug, can be cast or trolled for surface feeding fish. It has a tight wobble and highly reflective finish that fish cannot resist. Wit...

The Braid Viper is by far the most advanced Double-Jointed bait on the market. Developed by world renowned saltwater fishing expert, Dennis Braid, ...

The Challenger Deep Minnow has a streamlined body and creates a unique swimming action in the water that is irresistible to fish. In addition, ther...

The Googan Squad Scout is a hard-bodied, suspending jerk bait that looks and swims like a lively baitfish. This jerk bait is the deal whenever bass...

The Rapala® DT-8  Series of Ike's Custom Ink Crankbaits uses the same time-tested design as the original DT lures, but in custom finishes designed ...

The Rebel microPOP-R is a super ultralight version of the classic Pop-R. Like all of the baits in the Rebel microCritter Series, the microPOP-R fea...

Take the classic strike-producing action and sound of the legendary Jitterbug lip and add the tail-wagging action of a jointed lure and you’ve got ...

The Rebel Jumpin' Minnow glides from side-to-side across the surface like a baitfish fleeing a furious predator. It also contains an "old-style" ra...

The first lipped popper, the BOOYAH Prank has a new larger size sure to entice big bass whether it's working on top or swimming just below the surf...

Rapala BX Mid Brat Shallow Diving Crankbait - Badly behaved and always looking for a fight, the BX Mid Brat is one tough cookie. Balsa inner core w...

The Rapala DT Series lures, designed by crankbait authority David Fritts, dive fast and stay in the strike zone longer than any other crankbait on ...

The SPRO Aruku Shad Jr. is a 2 1/3 inch, 3/8 ounce lipless crankbait that is designed to run nose down through the water. Comes through cover easi...

The ACME V-Rod Blade Bait supplies good vibrations as well as the Beach Boys. And while A-Rod bashed his way to baseball fame, the V-Rod Blade Bait...

The Rap-V Blade is the perfect balance of metal, plastic, and Rapala® expertise. This extremely versatile bait produces instant vibration on the li...

Designed by legendary crankbait angler, David Fritts, the Berkley Frittside 9 Crankbait is built with a weight bill to dive down to depth quickly a...

The Berkley Hit Stick has a true balsa-like action with the weight and casting ability of a hard plastic lure. Has the largest rolling action of an...

Combining erratic and evasive movement with the irresistible characteristics of the fixed, replaceable paddle tail to give you a unique swimming ac...

Cleverly designed to simulate wounded baitfish, the Impact Commotion lives up to its name. It can be cast far and worked with a slow retrieve to br...

Whether bass want it fast, slow, walked, or popped, the Booyah Boss Pop delivers an advanced versatility that allows anglers to adapt and capitaliz...

Combining an ear bursting acoustic with exacting detail, the Booyah Hard Knocker gives anglers the ability to trigger ferocious reaction strikes th...

The Yo-Zuri 3DB Pencil is a top-of-the-line, topwater, "Walk-the-Dog" style hard lure. Comes with either internal 3D Prism Finish or standard pain...

Yo-Zuri Rattl'n Vibe is the best hard bait lipless crankbait fishing lure on the market. Used by pro's on Major League Fishing and BASS Elite tou...

The suspending Yo-Zuri 3D Jerkbait 110 features a lifelike minnow profile with flat sides that make it perfect for stop-and-go retrieves or a pause...

The Sundance Popper™ when worked through the water looks like a strobe light because of the mirrors. Thru-wire attached to two triple strength Must...

Yo-Zuri Rattl'n Vibe is the best hard bait lipless crankbait fishing lure on the market. Used by pro's on Major League Fishing and BASS Elite tour...

If you’re into launching a lure over the horizon and looking for that bone-jarring, nerve-rattling strike as you rip it back – then look no further...

Get ready for the largest rolling action of any Berkley hard bait with the Berkley Hit Stick Hard Bait! The shape of this bait is perfect for achie...

Badly behaved and always looking for a fight, the Rapala Balsa Xtreme Brat Squarebill Crankbait delivers an aggressive wiggle and a super-tough con...

The perfect combination of sight-and-sound, the Yo-Zuri Rattl’n Vibe Lipless Crankbait delivers a premium presentation that bass can’t resist. Incr...

Offering a unique sound and action, the Bandit Rackit Squarebill Crankbaits are bringing back a highly sought-after material that bass anglers grew...

The NEW Little John Micro DD 45 is here! Have you ever heard of a "Finesse style crankbait" Well here it is! All the quality features of the Little...

The Bay Rat Lures Long Extra Deep Diver is great for targeting all species of gamefish such as walleye, salmon, steelhead, trout, bass, and more. T...

Another take on a classic bait design with legendary crankbait angler and designer David Fritts. The Berkley® Frittside crankbait features the same...

The best walking top water of all time just got better! We added a premium feather dressed rear treble hook, and thin wire wide gap hooks to provid...

The Striper Strike delivers long casts, excellent choice for fishing surf, below dams or anywhere long-casting surface lures are needed. The Stripe...

The original lipless crankbait still catches plenty of fish, and here's why: Cotton Cordell got it right the first time. This legendary lipless cra...

The Booyah XCS Series Squarebill is a shallow squarebill crankbait that was recently re-issued by Booyah after being discontinued for a number of ...

The Booyah XCS Series Squarebill is a shallow squarebill crankbait that was recently re-issued by Booyah after being discontinued for a number of ...

The perfect blend of cutting-edge design, decoration, and advanced acoustics, the Booyah One Knocker takes quality and effectiveness to the next le...

The Bandit Generator features two glow stick insertion points that allow the body to illuminate and glow. This added light source calls out to game...

The Bandit Generator features two glow stick insertion points that allow the body to illuminate and glow. This added light source calls out to game...

The Cotton Cordell Jointed Red-Fin is a legendary lure for a variety of gamefish, from bass and walleye in freshwater to specks and redfish on the ...

Producing an enticing wide wobble and quick darting action, the Reef Runner® Deep Little Ripper® is a winner when big baits aren't the answer. This...