Anyone whos been there knows. Nothing compares to the feeling you get from putting a big fish in the boat. All is suddenly right with the world. The air smells fresher. The trees look greener. The baloney sandwiches taste sweeter. Its this unparalleled cradling-a-big-dripping-fish-in-your-arms feeling that Rapala® has been bringing to record numbers of fishermen for over six decades.