Rapala is the original innovator in fishing tackle with an exceptional ability to continuously renew and apply Lauri Rapala’s groundbreaking innovation that changed lure fishing forever: the Rapala wobble that imitates a wounded baitfish. This can be seen in the superior know-how in lure design and traditional craftsmanship values that are combined with cutting edge technology and uncompromising quality control. Today’s technology allows very advanced and precise production methods, yet throughout the production process, the lure parts are repeatedly checked for quality. And at the end of the production, every Rapala lure that has a swimming lip is still hand tuned and tank tested to guarantee perfect action straight out of the box.