The secret to our success is the unmistakable, irresistible “wounded minnow” swimming action of our lures. Since the beginning, when the founders of Normark® discovered the Rapala® Original Floating, they knew that no matter how you fish them—slow or fast, shallow or deep—Rapala® lures 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.