Rapala makes history with lure first

Rapala confided in Angling International at ICAST about a truly historic event in its history – the launch of the very first soft plastics line under its own brand.

Elite pro Jacob Wheeler spoke passionately about his two-year journey to perfecting what he described as ‘five tournament-winning plastics’ under the brand name of Crush City. “I have had these baits in my boat for the last six months and I have won $249,000 using them,” he revealed. 

Marketing Director Matt Jensen said the volume of Crush City baits going into big retailers was fantastic. “We feel Rapala can tell this story better than anyone else in the industry,” he added.

• Get the inside story on Crush City in the upcoming August issue of Angling International