Soft Plastic Lures

Step up your saltwater game with the revolutionary LIVETARGET® Mullet Swimbait, engineered with cutting-edge Injected Core Technology (ICT)—a breakthrough in lure design that merges unmatched realism with proven performance. Unlike traditional...

Blending the trusted design of LIVETARGET’s original Hollow Body Frog with the wide-striding action of the Freestyle Frog 2.0, this topwater lure delivers a deadly combination of realism and action that big bass can’t resist. Designed to...

Whether you’re fishing thick mats, pads, or open water, the LIVETARGET® Hollow Body Frog combines ultra-realistic presentation with serious hardware built to hold big bass. Designed with anatomically accurate detail, realistic color patterns,...

Designed to replicate the natural look, feel, and action of live shrimp, this ultra-realistic bait is a must-have for targeting redfish, snook, speckled trout, and more. Whether you cast and retrieve or fish it under a popping cork, the combination of a...

Emitting loud splashing acoustics and a consistent pop with every twitch of the rod, the LIVETARGET Hollow Body Series Popping Frog utilizes a magnified cupped face to create a unique popping action and splash. Built with a streamlined and...

Berkley® Gulp! Saltwater Sand Crab – 12 Pack Out-fish the real thing with the Berkley® Gulp! Saltwater Sand Crab. Engineered with an authentic taste, texture, and profile, this bait is proven to trigger strikes even when live or cut bait...

The Mad River Metal Series Worms are high-performance soft plastic lures specifically designed for steelhead and trout fishing. Part of Mad River Manufacturing's specialized lineup, these worms are known for their lifelike movement and high-visibility...

Elevated Tackle Soft Bead Stops The Industry’s Only Transparent, Quick-Change Bead Stop Stop wasting valuable drift time re-tying your leader. Elevated Tackle Micro Soft Bead Stops are engineered to solve the two biggest frustrations with soft bead...

Elevated Tackle OG Egg Clusters The Soft Evolution of the Classic Okie Drifter & Gooey Bob The legend returns, evolved. The Elevated Tackle OG Egg Clusters (Soft Okie Drifters) take the proven fish-catching profile of the original Gooey Bob and...

Elevated Tackle Soft Beads The Most Realistic Egg Presentation on the Water Elevated Tackle Soft Beads are engineered for the technical angler who demands perfection in the drift. Moving beyond standard soft plastics, these beads utilize a proprietary,...

VIP Outdoors Soft Cluster - UV Enhanced The Ultimate Soft Bead Solution for Salmon & Steelhead Dominate the river with VIP Outdoors Soft Clusters, designed to mimic the texture and appearance of natural roe better than hard beads ever could. These...

Ready to fish. Ready to catch. Berkley® PowerBait® makes novice anglers good and good anglers great. Backed by over 30 years of scientific development, the exclusive PowerBait formula delivers irresistible scent and flavor that fish can’t...