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.

Big action in a small bait, the Ultra Light Minnow is the new gold standard for ultra light baits. Weighted body casts incredibly far for such a small bait

Hand-tuned and tank-tested, the Ultra Light Shad swims with legendary Rapala® action right out of the box.

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, weighted with a split shot for medium depth or bottom walked off a three-way swivel or bottom bouncer, the wounded

Sinking at a consistent rate of one foot per second, the CountDown® allows you to easily target specific depths repeatedly.

The tiniest Rapala® lure yet. With its micro profile and finesse rocking design, the new Nano Rap® excels at vertical jigging, triggering more strikes.

Sound heightens curiosity in fish and triggers investigation.

Designed to offer big action in a small bait. Size 3 body dives to 8' and delivers an enticing wobbling and rolling action.

The Rapala Jig Box is the perfect place to store and protect your jigs!

Swimming in tantalizing circles under the ice or in open water for suspended game fish, the Jigging Rap® features a balanced, weighted minnow profile.

This shallow running Mini version of the Fat Rap® and its tight swimming action perfectly imitates the motion of fleeing bait, drawing instinctive strikes when nothing else works.

Easily and conveniently keep track or your daily catch with this easy to use tool.

Stores up to 4 ice rod and reel combos up to 30 inches!

With a slight exaggeration of the unique Rapala “baitfish in distress” swimming action, the Jointed® gets the undivided attention of otherwise disinterested gamefish.

The Pigstick has a captivating shimmy as it descends invites bass to join in the game enticing them to come play fetch.

The Mooch Minnow combines the best features of both a minnow-style bait and swimbait and seamlessly transitions from a jig head to a drop shot rig.

The Elite structure consists of premium balsa wood, a profile of a natural shad baitfish, and the swimming action of a wounded minnow.

The key to success on any day fishing is keeping your line in the water.

Sometimes in bass fishing, less is more, that’s exactly where the tasty Ned BLT™ comes in. TPE material is extremely durable and allows bait to float.

The most unique offering in the CrushCity™ lineup, the Bronco Bug™ offers a body with actions that most bass haven’t seen before.

The CountDown® Elite harnesses over 80 years of lure making craftmanship into a premium balsa lure, featuring legendary controlled slow-sinking method of the original CountDown®.

The Rippin' Rap features a lipless, deep belly profile designed to crank, swim and rip.

Lithium Ion batteries provide a consistent speed and torque from fillet to fillet, without reduced power or slow down as battery power wanes.