The sweet smell of success lingers long after the scent of fish slime fades. Tens of millions of walleye, trout, bass, wahoo, snook and tarpon later, Rapala continues to stand the test of time. Through the industry's ups and downs. Through the coldest cold fronts. Because through it all, one simple truth has endured. That which is irresistible to fish will always be irresistible to the fisherman.