FEATURE | RAPALA
A SPLASH OF COLOUR INVIGORATES
14 www.tackletradeworld.com
OLD RAPALA FAVORITES
Rapala has a long track record of creating fish-catching lures and many of its bestknown
ones have received a modern-day makeover for the coming season.
As a supplement to the
existing colour range,
Rapala’s legendary
Super Shad Rap, X-Rap
SubWalk and X-Rap Jointed
Shad now boast a broad
assortment of modern
colour options debuted by
the lure brand’s popular
Super Shadow Rap, X-Rap
Peto and X-Rap Scoop earlier
this year. The updated
colour palette was released
to retailers worldwide this
September.
Rapala’s Digital Marketing
Director, Chris Beldon,
said, “People are drawn to
beautiful things – jewellery,
artwork, nature – and the
angler of 2018 wants more
than just a lure with fi shcatching
action, they want
a lure that makes them
scream ‘wow’! All Rapala
lures catch fi sh, there’s no
denying that, but this year
our designers have really
lifted lure visual standards
beyond expectation.”
In today’s social
environment, the aesthetics
of a fi shing lure play just
as an important role as its
fi sh-catching capabilities. By
revitalising proven classics,
Rapala expects that these
proven fi sh-catching baits
will start popping up in
your Instagram newsfeeds
in a more noticeable way –
#rapala.
These colours aren’t just
incredibly beautiful but
Rapala’s X-Rap Jointed
Shad is a naturally buoyant
and slow rising jointed
lure, which is perfectly at
home either cast or trolled.
Like most other lures, it is
hand-tuned and tank-tested
and comes fi tted with high
quality VMC hooks.
The Super Shad Rap’s
name no doubt triggers
memories for some anglers –
this robust, heavyweight lure
made of balsa wood was fi rst
introduced in 1993. At 14cm
in length, in the 1990s, it was
considered a big lure to tie
on for freshwater predators.
What’s acceptable since
then has certainly changed,
but one thing that hasn’t is
this lure’s reputation as a
fi sh-producer.
Back then the traditional
colours were hand-painted
and even today, despite
the technology available,
several painting phases in
the new colours are still
executed by steady-handed
professionals.
Visit www.
rapala.com/
eu-en to learn more about
these lures and their colour
expansions, or to view the
entire Rapala range.
Rapala’s Digital Marketing Director, Chris
Beldon with a brace of X-Rap Jointed Shad 13’s
in four of the new colour patt erns.
X-Rap SubWalk 15 in Scaled Roach and Live
Roach
Super Shad Rap 14 in Hot Pike and Live
Perch
X-Rap SubWalk 15 in Artistic Burbot and
Live Roach
Super Shad Rap 14 in Scaled Baitfish and
Twilight Zone
many of them also represent
common baitfi sh in such
detail that some may
prefer to put them on their
mantle than in a tackle box.
Whichever you choose, these
imitation patterns should
give anglers more confi dence
when on the water.
MORE ABOUT THE LURES
The X-Rap series was
released in 2004 and it’s one
of Rapala’s longest standing
sub-brands. The supersmooth
lines combined with
their unique 3D holographic
eyes set them apart from all
its other lures, as well as
many others on the market
today, says Rapala.
The Rapala X-Rap
SubWalk swims just below
the surface and has an
internal rattle system. Its
unique lateral fi n adds
stability while gliding from
side to side. Designed to
perform a walk-the-dog
swimming action, it is highly
effective at triggering an
attack from predator fi sh.
The freshwater model
features a fl ash feather
teaser tail on the rear treble,
while its saltwater brother
comes equipped with VMC’s
7266 inline single hooks for
giant saltwater pelagics.
RAPALA www.rapala.com
People are drawn
to beautiful
things – jewellery,
artwork, nature –
and the angler of
2018 wants more
than just a lure
with fi sh-catching
action, they want
a lure that makes
them scream
‘wow’!
/www.tackletradeworld.com
/rapala.com
/www.rapala.com