The Zako Swimbait was designed by Elite angler Brett Hite, and it’s his bait of choice as a  swimbait trailer when he’s slinging chatterbaits or he’s in the mood to flip. Additionally, Brett wanted to keep the tail action...

The Strike King 5" Z-Too (4 Pk) has revolutionized the Soft Plastic Market with its revolutionary design. This advanced bait is made with a stronger and more durable material, making it the preferred choice for avid anglers. In a side-by-side comparison...

Built with insight from top professionals in the fishing industry, the Bill Lewis ATV Squarebill is expertly designed to tackle various types of cover. Its unique lip not only provides lifelike baitfish movement, but it also allows anglers to confidently...

When even the original Zoom Centipede is too powerful for wary bass, turn to the even slimmer Fish Doctor, a Carolina rig lure based on the old “Do Nothing” style worms. It’ll also fill livewells on a shakey head or fished wacky style,...

With its unique bill, the Evergreen Shower Blows creates a powerful display of splatter, spit, and bubbles that effectively attract fish. Designed to reduce air resistance, its body is equipped with tungsten weights at the tail, allowing for incredible...

The Yamamoto Hula Grub is one of the greatest soft baits ever poured. And, not coincidentally, one of the greatest soft bait manufacturers is Yamamoto Baits. The Yamamoto Double Tail Hula Grubs catch fish 12 months out of the year - deep and shallow. It...

The patented design of the S-CRANK square bill concept has been refined for over two years, resulting in a hard-hitting wobble action and an erratic hunting, wandering retrieve. At high speeds, S-CRANK's unique slalom action causes it to wander laterally...

The Lucky Craft Pointer 100SP Jerkbait set the standard for all other rip-baits when it was introduced. Its special internal brass weights create a low center of gravity that causes a distinct wobble and vibration when the retrieve is paused. Designed to...

The best-selling lizard of all time attained that status for good reason. The six-inch size will catch the biggest fish in your lake, but it’s also a limit-getter, perfect for just about every situation and every rig that you use for soft plastics...

Featuring a hybrid baitfish-crayfish design, the Berkley Money Badger Crankbaits are optimized for navigating over rocks and bottom structures. These crankbaits utilize the patented FlashDisc technology from Berkley, enhancing tracking, stability, and...

The Megabass Knuckle LD crankbait features a fixed circuit board lip for a tight, high-pitched action that is incredibly effective in pressurized and cold water conditions. The front hook is equipped with a heavy-duty swivel to prevent lost catches...

The Bill Lewis ATV Squarebill has been expertly designed with input from top professionals in the industry, making it the perfect tool to conquer any type of cover. Its unique lip not only mimics the movements of baitfish, but also allows anglers to cast...