Optimum's Furbit the Frog and Poppin' Furbit, previous ICAST Winners for Best Soft Lure, have Real Rabbit Fur Legs that ripple and flutter in a manner that synthetic rubber or plastic legs never will. Flaring hair is perfect for Stop & Go technique. Colors Goldy Locks and Green Pumpkin expand our selection.

Fred Roumbanis credits his top 5 finish at the 2018 Berkley Bassmaster Elite at Kentucky Lake tournament earlier this month to the Optimum Boom Boom Swimbait that weighed in 95% of Fred's limit's each day! Also check out new colors Crappie, Light Hitch, and PB Shad.

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The Jenko Rip Knocker's unique body style and sound makes this lipless crank bait special. The sound is generated by a uniquely designed system that both rattles and knocks at the same time. The brilliant finish of this lure will catch your eye and fish. The Rip Knocker comes armed with super sharp VMC hooks and is ready for battle straight out of the box.

This unique square bill has an action all its own. Its unique wobble and knocking drives fish wild, and the weight transfer system will allow you to cast it a mile. If you hate losing square bills hung up in cover, you need this one! The CD Squared backs out of cover like no other! Tie this lure on and cast it around anything near the shoreline or on shallow flats and get ready for a fight!