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.

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!