Storm

The Storm Lure Company started in the 1960s and successfully manufactured several types of lures. Storm mainly focused on hard baits from its inception until Rapala purchased the company in the 1990s. Soft baits did not join this company until the early 2000s. When this initially occurred, there were also a lot of fishermen who were trying to go back to the basics and refinish or re-melt their original hard baits, so Rapala decided to go back to the basics as well and remold some of the older, original baits that put Storm on the market in the first place.

Today, Storm carries baits for every situation! Technology is constantly advancing, and the lures now have a UV-bright finish that makes them more visible to fish feeding from sight. This only increases the size of an already incredible brand!