This is more than a new lure—it's a new category of fishing technology. Join PATTRIE Productions' Patrick Kalmerton and "Mad Scientist" Norm Kester (owner of Mad Scientist Tackle & RLVNT Sunglasses) as they dive into the science behind their game-changing collaboration with Yakima Baits. Norm's decades of expertise in optics and light have led to the development of APEX Vision UV and Infrared (IR) coating, which is now applied to Yakima's legendary Mag Lip lures - exclusively produced and sold by Rugged Outdoors!

Rugged Outdoors has teamed up with Yakima Bait and Mad Scientist Tackle to unleash a Mag Lip unlike anything the fish—or the fishing world—have ever seen. By fusing the legendary skip-beat action of the Mag Lip with Mad Scientist’s Apex Vision UV coating, we’ve created a lure that throws off a dynamic, depth-cutting flash no matter how dark, deep, or dirty the water gets.

Networking is the secret bait to success in the fishing industry. At events like ICAST, fishing legends, innovators, and trendsetters connect, collaborate, and shape the sport’s future. It’s more than the catch — it’s about the connections that spark big opportunities.