Founded in Finland in 1936, Rapala is one of the world’s most iconic fishing brands, trusted by generations of anglers for its legendary lures. Beginning with Lauri Rapala’s hand-carved balsa wood lure, the brand has grown into a global leader in fishing tackle, producing an extensive range of hardbaits, soft plastics, rods, reels, and accessories. Known for classics like the Original Floater, Shad Rap, and X-Rap, Rapala lures are engineered for lifelike action and unmatched fish-catching ability. In Australia, Rapala gear is a staple for targeting bream, barra, bass, snapper, and pelagics, delivering reliability, innovation, and performance in every cast.