Underdog Lures was born in Zululand on the East Coast of South Africa. We started as a hobby with a passion for creating lures, but that quickly grew, and in 2020 decided to officially start Underdog Lures. Over the years our lures have been developed and tested in some of the harshest fishing conditions around the world and over several years later and after many, many prototypes they have progressed into what they are today.

All our lures are designed and tested to give you the best action out of every lure. Each lure is handcrafted with quality materials and made to precise specifications to provide you with a consistently top class product, every time. Finally, lures are coated with multiple layers of high quality, durable clear coat, to protect the lure from even the largest, toothiest fish in the ocean.

Our goal at Underdog Lure Co. is to supply our customers with world class products that allow them to consistently catch more fish, more often.