We partnered with Yakima Bait Company and Rugged Outdoors to answer one question: Can we make the world's best river plug even better? By combining the proven hydrodynamics of the legendary Mag Lip with our proprietary Mad Scientist Tackle™ UV & Infrared coating, we’ve created a lure that fish can see in any condition. From the biology of salmon vision to the mechanics of the deep dive, learn why this partnership gives you an unfair advantage in the water column.

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.