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The popular AA BAD BUBBA SHAD is now available in the highly visible #GLOW color in 3″, 4″, and 5″, joining the existing 7″ and 9″ sizes. Designed for low-light and deep-water conditions, #GLOW adds a bold presentation while maintaining the natural action the BAD BUBBA SHAD is known for. With its realistic 3D scale […]

The FISH MAGNET TYGAN Bone 90 / 110 now available in North America. The new FISH MAGNET TYGAN Bone has arrived. Designed by Takuma Hata, the TYGAN Bone combines Japanese lure design with precision craftsmanship to create a versatile topwater bait built for exciting surface strikes. Available in two sizes—TYGAN 90 (90mm / 14g) and

The FRILLED SHAD has always been designed to give anglers a realistic baitfish profile with a subtle, natural action. Originally released in 4.7” in 2021, the FRILLED SHAD is now available in a new 5.7” size. But the new 5.7” isn’t simply about making the bait bigger. It gives anglers another way to approach fish

The popular #24 GAME OVER color has officially arrived for the Swimbait Republic GLIDEWAY 126. Originally introduced as an Optimum Baits exclusive, GAME OVER quickly became one of the most requested colors for the larger GLIDEWAY 176. Featuring a realistic baitfish-inspired finish that excels in a variety of water conditions, it’s now available in the

The deps Slither K and Buster K lineup is expanding once again with the introduction of #99 Gilly, a brand-new color developed exclusively for U.S. anglers. Following the release of #96 Silver Crusher in 2024, #99 Gilly marks the latest addition to the lineup, bringing a realistic bluegill pattern that anglers have been requesting for

When it comes to saltwater fishing, color selection is never one-size-fits-all. The forage, water clarity, and regional fishing styles vary across the United States, which is exactly why ima USA set out to develop a new collection of colors specifically for American anglers. Working closely with the ima Japan design team, the USA staff helped

@masayuki_matsushita5831 When Conditions Get Tough, Barbute Delivers The deps Barbute, although not new, has had a tremendous following in Japan especially on Lake Biwa, where deps designer and fishing guide Masayuki Matsushita (who goes by Masa) spent many hours fishing and fine tuning the bait. I had the chance to film Masa on Lake Biwa

Two beloved ima lures are making their long-awaited return this June. The ORIGINAL ima USA Model, Rock N’ Vibe, is back after nearly a decade, while the highly requested Flit 120 returns to the lineup after years of limited availability. This release also introduces the new SCALED FINISH series, featuring detailed scale patterns that add

The popular SAKAMATA SHAD lineup continues to grow with two new baitfish-inspired colors: #161 R.R. Wakasagi and #AA08 River Shad. Building on the success of deps’ proven wakasagi-style patterns, these natural two-tone finishes are designed to closely match a variety of forage species in different water conditions. #AA08 River Shad Developed in collaboration with professional