NEW 4″ C.A.L. Shad Tail – Is Here! The big brother of the 3″ Shad, this super-sized shad tail presents a larger target for hungry gamefish. Big lure – big fish! Rigged with a D.O.A. 5/0 long-neck hook and pinch weight for probing shallow flats from inches deep to jigging ocean depths rigged with a D.O.A. Premium 1/2 oz JigHead. Made in 13 popular colors, these lures can catch anything from freshwater Large Mouth Bass to saltwater Seatrout, Redfish, Flounder and Grouper.

Humble beginnings

Whether sitting on the beach looking for whatever appears, or hiking along a mountain stream, I have always been fascinated with the water and the life that spawns from its depths. My fishing career evolved rapidly after soaking a red wiggler or a shrimp or some other wiggly thing, to learning to fool my fishy target with a piece of plastic. The satisfaction I got from enticing my quarry is why I began D.O.A.

– Mark Nichols

Time Tested

They just work

Virtually every lure we manufacture came from years spent on the water. We consider this mandatory in order to build a quality USA made product.