Rapala's 'The Search'

Why do we fish?

Fishing, it’s a way of life. When we’re not on the water, we dream of being there. The pursuit is individual, yet we share a common bond.

The search is for more than just fish. For family, friends, traditions and tranquility. Day after Day, we find what we are looking for, yet the search continues. It is part of who we are, we are fishermen. We have been since we were young and will be until we can do no more. The search is endless, there will always be time for one… more… cast.

For over 80 years we’ve aspired to be the best and you’ve supported us the entire way. We dedicate this to those who love the outdoors and pass on the tradition of fishing.

Where there is water, there are fish. Where there are fish, there is, and forever will be, Rapala. We are here, WE ARE FISHING!