Patented light-reactive technology designed to improve visibility, contrast, and strike detection.

Premium Fishing Lures for Every Water Condition

Performance-driven apparel designed for anglers who spend long days on the water.

Fishing Apparel Built for Life on the Water

This coating is super, man.

Perch-pattern lures designed to trigger predator fish using high-visibility Apex Vision technology.

Patriotic-inspired lens designs built for clarity and protection on the water.

Silver fishing lures built for visibility in low light and UV reflection in bright conditions.

Deep-water shad-profile lures engineered to remain visible at depth.

Why removing lure eyes doesn’t reduce catch rates—and how flash and movement drive strikes.

A high-contrast frog-pattern lure designed to provoke aggressive strikes.

Cold-weather eye protection engineered for ice fishing conditions.