Every summer, the fishing world watches Orlando. ICAST isn’t just a trade show — it’s where new tackle is put under a microscope by retailers, media, and professional anglers. Winning a category in the New Product Showcase isn’t about hype; it means a product impressed people who judge gear for a living. This year, the ICAST 2026 award winners list reads like a roadmap to what will be filling tackle boxes across the country. At the front of the pack was Rapala, whose CrushCity soft lure lineup walked away with two of the most competitive categories: Freshwater Soft Lure and Saltwater Soft Lure. But those were just the headliners — the complete winner’s list reveals practical trends that every angler can use.
Why the CrushCity Soft Lures Earned Their ICAST Wins
Rapala’s CrushCity series already had momentum as a best-selling soft plastic line, but the New Product Showcase validated its design with awards for the CEO 21 in freshwater and the IMPOSTER in saltwater. Two different baits, two different environments, but one shared principle: match the hatch with an action that triggers reaction strikes even when fish aren’t actively feeding.
The CEO 21 is a baitfish-profile soft plastic sized to mimic the shad, shiners, and small perch that bass, walleye, and pike key on throughout the year. The 21 designation typically refers to a length around 2 to 3 inches, a sweet spot when forage is small — think late summer when young-of-the-year shad are everywhere, or early spring when baitfish haven’t grown yet. Anglers who fish clear reservoirs or pressured lakes know that slightly smaller profiles often outperform larger baits when fish see a lot of lures. A soft plastic in this class can be rigged on a light jighead for suspended fish, a dropshot for finicky bottom-huggers, or an underspin for a flash-and-vibration combination that calls fish from a distance. The key isn’t just the size; it’s how the bait moves on the fall and the retrieve. A well-designed paddletail or boot-tail in this range will kick at the slowest speeds, keeping the bait alive even when you’re crawling it through cold water.
The IMPOSTER earned the saltwater award, and any inshore angler can guess why. Saltwater soft lures that win industry awards tend to nail the profile and action of shrimp, crabs, and fleeing baitfish — the staples of a redfish, snook, or sea trout’s diet. In shallow flats, a soft lure that falls horizontally with a subtle tail quiver imitates a shrimp trying to escape. Work it with short, sharp hops and long pauses over grass beds or around oyster bars, and the strikes often come on the drop. The IMPOSTER’s recognition at ICAST suggests that its durability and action stood up to scrutiny; saltwater fish have abrasive mouths, and a soft plastic that tears after one or two fish isn’t going to win awards.
[Suggested Image: Rapala CrushCity CEO 21 rigged on a jighead beside a clear water drop-off, with a bass in the background.]
Other Lure Categories That Deserve Your Attention
The soft lure categories get headlines, but digging into the full list of ICAST 2026 award winners reveals tackle that will change how anglers approach different scenarios.
Freshwater Hard Lure: American Baitworks Synch Fishing Artisan Wake & Crank 130
Wake baits and wake-crank hybrids shine when bass are looking up. A wake bait that runs just under the surface with a wide, rolling action mimics a struggling baitfish, and it’s especially effective around shallow cover in low light. Early morning around laydowns, late evening along riprap — times when bass move shallow but aren’t fully committed to a topwater explosion. The 130 size suggests a larger profile, which selects for bigger fish and stands out in murky water. You can crawl it slowly enough to keep the tail ticking the surface, or speed up to make it dive a foot and bang into structure.
Saltwater Hard Lure: Shimano LEDGERUNNER
The name tells you how to fish it: on or near the bottom. Hard lures designed for saltwater bottom contact often feature tight wobbles and internal weights that get them down quickly and keep them in the strike zone around reefs, wrecks, and rock piles. Species like grouper, snapper, and striped bass that hold tight to structure will pick off a bait that stays in their face. A slow, grinding retrieve with pauses lets the lure kick up sand or bump rocks, triggering predatory instinct. For shore anglers targeting sea bass or rockfish, a bottom-hugging hard lure can work when soft plastics aren’t getting through to fish holding deep in the water column.
Wired & Skirted Lure: Z-Man Chatterbait Elite EVO HD
Bladed jigs have been dominating bass tournaments for years, and the “EVO HD” designation points to a heavy-duty version. A thicker wire hook, stronger blade connection, and more durable skirt are exactly what you want when fishing around thick grass, brush piles, or standing timber where big bass live. The vibrating blade creates thump and flash that calls fish from a distance; the heavy-duty construction means you can horse a 6-pounder out of a laydown without the bait failing. Pair it with a soft plastic trailer that matches the local forage profile — a paddle tail in stained water, a craw-style trailer around rocks, a fluke-style trailer for a more subtle presentation in clear water.
Terminal Tackle: G-Ratt Baits Urchin Rig
While details on the Urchin Rig are still emerging, innovative terminal tackle often solves a specific problem — whether it’s adding action to a dead-sticked bait, keeping soft plastics rigged weedless in heavy cover, or creating multi-lure presentations. Terminal tackle wins awards when it fills a gap that anglers have been working around for years.
[Suggested Image: An angler holding a Chatterbait Elite EVO HD with a soft plastic trailer, standing on a boat deck with a grass mat in the background.]
Line, Reels, and Rods That Complete the System
A great lure needs the right delivery system. Several other ICAST 2026 award winners directly affect how your lures perform.
The Shimano Curado DC won Freshwater Reel, and the DC braking system is a legitimate advantage when you’re throwing lightweight lures into the wind or switching between bait types without adjusting spool tension. For anglers who fish around docks or overhanging trees where a backlash costs you a lure and a fish, digitally controlled braking reduces the learning curve.
Daiwa J-Braid Grand X8 Ocean Splash took the Braided Fishing Line category. High-visibility braid with a smooth, 8-carrier weave lets you watch your line for subtle bites while maintaining casting distance. In saltwater, seeing that line jump before you feel the fish is everything. The “Ocean Splash” variant likely adds a color pattern that helps you track line movement against varying water backgrounds.
The St. Croix Triumph fresh-water rod and Rhino 30 Spinning Combo (which also earned the overall Best in Show at ICAST 2026) remind us that sensitivity starts in the blank. A rod that telegraphs a light pick-up on a soft plastic or the tick of a crankbait deflecting off a rock gives you the information you need to set the hook at the right moment.
What the ICAST 2026 Award Winners Mean for Your Fishing
Trends emerge when you look across all the winning products. Soft plastic realism and durability continue to drive innovation. Bladed jigs are getting tougher to handle heavy-cover pressure. Hard baits are becoming more specialized — wake & crank hybrids for shallow-water power fishing, bottom-oriented designs for saltwater structure. Line technology is focusing on visibility and castability. And across the board, sealing and protection against water intrusion, from reels to electronics, show that durability matters as much as performance.
For the everyday angler, these awards don’t mean you need to buy everything on the list. They mean you can look at your local water, your target species, and your fishing style, then ask: “What problem is this product solving, and does that problem exist where I fish?”
Practical Fishing Tips
- Match soft lure size to the prevalent forage. When bass are feeding on 2-inch shad in the fall, a CEO 21-sized bait will outfish a 5-inch swimbait. Check the stomach contents of the first fish you catch or watch for bait flicking on the surface.
- Rig wake baits with a loop knot. A non-slip loop knot gives a wake bait more freedom to roll and wobble, enhancing the surface disturbance that draws strikes.
- Use a heavy-duty bladed jig around wood cover. The Chatterbait Elite EVO HD can be fished through laydowns and brush without bending the hook. Keep your rod tip high and retrieve steadily — when the blade deflects off a branch, pause for a split second; that’s when bass strike.
- Fish a bottom-hugging saltwater hard lure with a slow, steady crank and occasional pauses. The pause lets the lure settle, and the next crank triggers a reaction hit from fish that were following.
- Pair high-vis braid with a fluorocarbon leader. The J-Braid Ocean Splash concept works best when you can see your line move, but the leader keeps the presentation stealthy close to the lure.
Common Mistakes
- Buying an award-winning lure without understanding its intended use. A bait designed for deep saltwater structure won’t help you on a shallow freshwater flat. Read how the winning design is meant to be fished before you add it to your cart.
- Using too light a rod for heavy-cover bladed jigs. An EVO HD bladed jig needs backbone to drive the hook and pull fish from cover. A medium-heavy to heavy rod with a fast tip is the right tool.
- Ignoring the leader when fishing high-vis braid. In clear water, a visible line tied directly to the lure will reduce bites. A fluorocarbon leader of 6 to 15 feet, depending on water clarity, keeps the presentation natural.
- Retrieving a wake bait too fast. When bass are looking up but not committing, a painfully slow crawl that barely creates a V-wake often triggers the biggest fish.
- Overlooking terminal tackle upgrades. The G-Ratt Urchin Rig winning an award indicates that small terminal changes can make a big difference — don’t let a standard jighead or hook limit what your soft plastic can do.
FAQ
1. What is ICAST, and why do the New Product Showcase winners matter?
ICAST is the fishing industry’s largest trade show, where manufacturers unveil new tackle. The New Product Showcase winners are voted on by a panel of buyers and media experts who evaluate innovation, design, and practical utility. A win indicates that the product delivers on performance, not just marketing.
2. What makes the Rapala CrushCity CEO 21 a good choice for freshwater?
The CEO 21 is a baitfish-profile soft lure in a compact size that mimics small shad and minnows. Its ability to produce action at slow speeds makes it effective in cold water, clear water, and pressured fisheries where bass are reluctant to chase larger baits.
3. How should I fish the Rapala CrushCity IMPOSTER in saltwater?
The IMPOSTER excels when rigged on a jighead or weighted hook and worked with short hops and long pauses along grass flats, oyster bars, and sandy potholes. This imitates a shrimp or small baitfish and often triggers strikes on the fall.
4. Why would I choose a heavy-duty bladed jig like the Chatterbait Elite EVO HD over a standard model?
When fishing thick vegetation, brush piles, or timber, a heavy-duty version features a stronger hook and more durable components that won’t fail when you apply the pressure needed to extract big fish from heavy cover.
5. Does a high-vis braid like Daiwa J-Braid Grand X8 Ocean Splash spook fish?
Fish see the line near the lure, not 50 feet away. High-vis braid helps you detect subtle bites and track lure position. By using a fluorocarbon leader of appropriate length, you maintain stealth at the business end.
Conclusion
The ICAST 2026 award winners tell a story about where fishing tackle is heading: soft plastics that are more lifelike and durable, hard baits built for specific depth zones and environments, bladed jigs that can withstand brutal punishment, and lines and reels that give anglers better control. Rapala’s CrushCity CEO 21 and IMPOSTER didn’t win by accident; they won because they address real-world fishing scenarios with profiles and actions that produce strikes. The other winners — from Shimano’s LEDGERUNNER to Z-Man’s EVO HD Chatterbait — fill specific needs that anglers have been asking for.
When you look at a list of award winners, don’t just see trophies. See solutions to problems you face on your home water. Whether you’re wading a coastal flat or working a deep ledge, the right tool changes the game. And for us as a fishing lure manufacturer, seeing innovation recognized on this stage reinforces why we obsess over every action, every color, and every hook in our own lures.
[Suggested Image: A collage of several ICAST 2026 award-winning lures arranged on a clean surface with a measuring board, showing size references.]