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.

“Having a second chance at something I love means everything to me—especially being able to share it with the people I care about. Hunting is poetic; it takes life while celebrating and honoring it at the same time. It connects you to nature in a way that demands the highest respect. I know how quickly things can change, how moments can be taken away in an instant, so this opportunity to return is not lost on me. I’m grateful to my family and friends who have supported me and championed my journey back into the woods. Moving forward, I look forward to blending my technical skills with my passion for hunting as a way to give back—advocating for mentorship, community, and conservation so the tradition can continue for generations to come.”

PATTRIE Productions is proud to support the 69th Annual Association of Great Lakes Outdoor Writers (AGLOW) Conference in Eau Claire, WI, September 21–25, 2025. This premier outdoor industry event brings together writers, creators, and brands for hands-on workshops, networking, and unforgettable storytelling opportunities.