The new Rapala® X-Rap® Magnum® 40, the legendary brand’s largest, deepest running bait ever, is already making a big splash. The dynamic bait was awarded “Best Saltwater Hard Lure” honors by the American Sportfishing Association at ICAST 2017, the world’s largest sportfishing expo.

One of 1,263 products submitted by more than 280 companies in the annual expo’s New Product Showcase, the X-Rap Magnum 40 stood out from the competition by taking the fan-favorite X-Rap Magnum to greater depths than ever before, according to legendary saltwater captain George Poveromo, host of “George Poveromo’s World of Saltwater Fishing” on NBC Sports Outdoors.

“The No. 1 offshore trolling lure just got bigger and better. Now offshore fish can run deep, but they can’t hide,” says Poveromo. “The new size 40 X-Rap Mag dives to 40 feet — deeper than any other Rapala, giving diehard anglers a better chance of finding prized saltwater species wherever they lurk.

A massive lip helps the X-Rap Magnum 40 dive to 40 feet unassisted, with nothing to hinder its action. Anglers can troll the lure as fast as 13 knots to attract mammoth gamefish. Boasting the tried-and-true X-Rap design, the bait features a textured, translucent, X-style plastic body, an internal scale pattern, internal holographic foil and attention-grabbing 3-D holographic eyes.

“Deep-running X-Rap Mags are great in a lot of different ranges and destinations around the world. They offer excellent appeal to a broad range of pelagic fish that are not up on the surface feeding,” says Poveromo. “The X-Rap Mag 40’s king-sized lip takes the bait down to a portion of the water column where fish are holding deep and not really wanting to come up. They’ll stay down like that sometimes, whether it’s because a bait is holding deep, or because the surface water temperature is not quite comfortable enough for them to come up.”

Hand-tuned and tank-tested to meet Rapala’s strict quality standards, X-Rap Magnum 40s run perfectly right out of the box with an enticing wobbling, side-to-side action that drives fish mad. The lure’s off-kilter swimming motion creates a steady vibration fish pick up on with their lateral lines, a system of sense organs fish use to track prey.

The X-Rap Magnum 40 measures 7 inches and weighs 3-3/8 ounces. It comes armed with two No. 5/0 VMC® 4X Perma Steel® Hooks and is available in 20 big-water color patterns: Bunker, Blue Sardine, Bonita, Dorado, Firetiger, Glass Ghost, Gold Green Mackerel, Hot Head, Hot Pink UV, Lime Light UV, Purple Mackerel, Red Head, Red Head UV, Silver, Silver Blue Mackerel, Silver Fluorescent Chartreuse, Sailfish UV, Spotted Minnow, Wahoo UV and Yellowfin Tuna.

See The Rapala X-Rap® Magnum® 40.
4 Colors available now. Full color range coming soon.