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Rat-L-Trap Lures Acquired by GSM Outdoors

Created by Bill Lewis in the 1960s, the lipless crankbait has been a fishing mainstay for decades.

Rat-L-Trap Lures Acquired by GSM Outdoors

Photo courtesy of GSM Outdoors

Legendary bass lures Rat-L-Trap are now part of the GSM Outdoors family of hunting and fishing brands.

GSM announced the acquisition of Bill Lewis Rat-L-Trap brands on Tuesday.

Bill Lewis created the Rat-L-Trap lipless crankbait in the 1960’s, and it has since become a mainstay in every bass angler’s tackle box.

"I can’t overstate how excited we are to add Bill Lewis to the GSM family of brands," Crispin Powley, Vice President of Fishing for GSM Outdoors, said a press release. "From the legendary Rat-L-Trap, which almost all anglers have had success with, to the more modern offerings such as the MDJ series, this is an iconic brand that has been incredibly influential throughout the fishing industry.

"We consider it an honor to steward the Bill Lewis brand and legacy, and intend to focus our resources and synergies towards ensuring that the future is just as successful as the past."

Rat-L-Trap joins GSM’s family of fishing and hunting brands, including Yamamoto Lures, Wildgame Innovations, TruGlo, Stealth Cam, Ameristep, Avian, Zink and many more.

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