Sportsman's Guide has the latest in Fishing Bait and Fishing Lures. Whether you are looking for Crank Baits, Soft Baits, Jigs, and Lure Kits from the top brands in the industry; Googan, Rapala, Yamamoto, & more! Find top brands for Fishing Lures such as Berkley, Rapal, Northland Tackle, Storm and more! The Guide has you covered for Baits and Lures - all for amazing low prices!