CRUSH CITY

Rapala is legendary for the lifelike “wounded minnow” action of their hardbaits. CrushCity was the brand’s first attempt to bring the same legendary action to the fast-growing category of softbaits. Pocket helped Rapala with the CrushCity name and logo, package design, bait names, launch materials, PR, and advertising. Buoyed by several early tournament wins by CrushCity mastermind and world #1 bass angler, Jacob Wheeler, the baits were an instant hit with recreational and pro anglers, and, most importantly, big fish worldwide.