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SHOP Rapala

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Lures

With meticulous precision, every fishing lure made by Rapala swims with perfection right out of the box. Lauri Rapala, our founder, demanded it. Since 1936, each and every lure made lives up to this promise. Hand-tuned and tank-tested, anglers the world over count on Rapala® lures for consistent success. This unwavering dedication to quality is the reason why Rapala makes 20 million lures a year, sold in over 140 countries around the world. And it’s the reason why more world record fish have been caught on a Rapala than any other brand. Simply put, Rapala fishing lures make better fishermen.

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The secret to our success is the unmistakable, irresistible “wounded minnow” swimming action of our lures. Now matter how you fish them—slow or fast, shallow or deep—our lures draw strikes like no others. Even the most negative fish can be tempted with a Rapala. Many have tried, but none have been able to imitate that classic Rapala action. This is partly because Rapala is still the only company in the world that mass produces fishing lures made of balsa wood. It’s a more difficult process, but crucial to achieving the swimming action that drives fish wild. No shortcuts. No gimmicks. No flash in the pan next greatest things. Just a legacy of quality that shines in every lure as brightly as the internal holographic foil and black nickel hooks.