Whitewater Fishing introduced the Beacon ÂĽ Zip Shirt, a hoodless version of their popular Beacon Technical Hoodie. The midweight shirt features 288g polyester fabric with UPF 50+ protection, fleece lining, and a quarter-zip design for easy layering, priced at $79.99.
Savage Gear has introduced the Sucker Flanker, a new crankbait designed for trophy musky fishing. The lure features a realistic sucker profile, replaceable bill system for customizable depth and action, and aggressive sideflash action to trigger predatory instincts. Available in February 2026 in two sizes with eight color options.
Savage Gear introduces the Tough Frog in two sizes and expands the Tough Toad line with a new 4-inch XL size. Both lures feature the brand's exclusive ToughTec soft plastic formula for durability and buoyancy, designed for bass fishing in heavy cover with realistic frog profiles and proven kicking action.
Savage Gear has introduced the Slim Jig Minnow, a versatile freshwater flat-fall jig featuring thru-wired construction, a built-in steel rattle, and high-quality treble hooks. The lure delivers fast drops with controlled flutter and can be rigged in reverse for forward-facing sonar presentations, available in six colors starting February 2026.
Savage Gear has introduced the Sucker Prop, a topwater lure engineered for maximum surface disturbance to trigger strikes from aggressive musky and pike. Featuring a precision-engineered rear propeller, lifelike sucker profile, integrated squeaker, and 3X heavy-duty hooks, the lure is available in eight colors with an MSRP of $34.99.
Whitewater Fishing launched the Beacon ÂĽ Zip Shirt in response to customer demand for a hooded alternative to their popular Beacon Technical Hoodie. The new midweight shirt features 288g polyester with fleece lining, UPF 50+ protection, and flatlock seams, available in Storm and Dropoff colors at $79.99 MSRP.
Savage Gear introduces the RevMag Walker, a patent-pending topwater lure featuring revolutionary magnetic weight transfer technology for enhanced casting distance and soft landings. Available in three sizes and eight colors, the lure delivers aggressive walk-the-dog action designed for serious freshwater anglers seeking maximum performance.
Savage Gear introduces the redesigned Shine Glide Pro glide bait featuring a wide-glide swimming action and enhanced tail design. Available in four sizes and 14 color patterns, the bait offers realistic photo-printed finishes and rotating hook hangers, priced from $34.99 to $44.99.
Gambler Lures has unveiled the EZ Shaker, an innovative swimbait with a metal blade tail, following a 3rd-place finish at a Major League Fishing Toyota Series event on Lake Okeechobee. Owner Val Osinski designed the lure to provide flash, vibration, and versatility in pressured tournament conditions. The EZ Shaker is available as both a standalone swimbait and pre-rigged swim jig.
Big Bite Baits has launched the Spotlight Minnow, designed by pro Drew Gill for Forward Facing Sonar fishing. Available in three sizes with snappy action and rolling profile, the lure is now available at Baits.com.
Yamamoto Baits has launched three new fuzzy baits featuring threaded skirt materials: the Fuzzy Senko in 4" and 5" sizes, the Fuzzy Nuki in 2.5" and 3.5" versions, and the compact 1.5" Fuzzy Nut. All products are available at Baits.com.
EGO Fishing introduces the TIDEWATER Tool Kit, a comprehensive fish-cleaning set featuring 7" and 9" fillet knives with titanium-treated blades, multifunction fishing scissors, fish scaler, sharpening tool, cutting board, and PVC gloves. Designed for freshwater and inshore saltwater anglers, the kit retails for $69.99.
Whitewater Fishing launches the Flats Short, a performance fishing short developed with input from collegiate and high school anglers. The 175g quick-dry fabric blend features stain-release treatment, four pockets, and an 8-inch inseam, priced at $59.99.
CrushCity, a collaboration between Rapala and Jacob Wheeler, is expanding its popular Freeloader minnow with two new larger sizes (5-¼ and 6-½ inches) and two new colors, Sexy Shad and Smelt. The Freeloader is known for its effectiveness as a trailer and shaking minnow option.
Tournament champion Jacob Wheeler partnered with RapalaVMC to release the ClapTail™ 110, a topwater bait featuring a metal prop and back blade that create a unique two-tone sound. The ⅞ oz lure includes VMC Hybrid Trebles and a rotating hook hanger, available in eight colors at $18.99.
YUM released four new Dinger colors including Black Blue/Blue Firetail, Junebug/Chartreuse Firetail, Junebug Red/Red Firetail, and Black Grape. Frank Scalish, co-host of Day 4 on Bass Talk Live, explains how the Firetail colors provide contrast and visibility in dark water, and shares his favorite Ned rig and flick shake rigging strategies for bass fishing success.
Streamlight, Inc. announced the launch of the PolyTac 1X, a compact multi-fuel tactical flashlight debuting at SHOT Show 2026 in Las Vegas at Booth #11468. The rugged polymer light offers professional performance with multiple power options including USB-rechargeable SL-B9 battery pack, CR123A lithium, and AA batteries, with MSRPs of $80.00 and $89.00.
Whitewater Fishing has launched the 2026 Slipstream Bamboo Hoodie, a lightweight fishing shirt made from 70% bamboo and 30% polyester fabric. The hoodie features flatlock seams, Lycra binding, natural UPF 15 protection, moisture-wicking properties, and antimicrobial benefits, available in three colors at $79.99 MSRP.
Norsk Lithium® introduces two 14.8V lithium-ion batteries (30Ah and 50Ah) specifically designed for forward-facing sonar ice fishing shuttles, compatible with Garmin Panoptix, Humminbird MEGA Live, and Lowrance ActiveTarget systems. The batteries feature extended runtime, Deep Sleep™ storage mode, and Bluetooth connectivity via the Norsk Guardian® App.
Shimano North America Fishing introduces the Stella 25000 SW D, featuring advanced technologies like INFINITYXROSS gears, INFINITYDRIVE, and XXTOUGH Drag combined with HEATSINK Drag for offshore anglers targeting big-game fish species.