When thoughts are put into motion by one of the world’s most dominant professional bass anglers, you know you have reached the APEX of fishing. It’s the culmination of big bass battles, raw competition, and gritty challenges of environmental conditions. It’s the collection of fish behavior, and lure articulation. APEX is the thoughts and actions of the world’s most consistent angler combined with the creativity and refinement of one of Japan’s highly regarded lure designers. Together they give rise to a line of lures for the competitive and discriminating spirits with a desire to use the right tool when pursuing their quarry. The first in the line up to rise with the sun is the APEX VIBE 100. APEX VIBE 100 is a giant lipless crank. 4 inches long (100 mm) and 1 1/8 oz. (32 grams) provides a prey object for big bass. Deep-water bass pursued and ate the lure with little effort during R&D sessions. The VIBE 100 has a unique pulsation, more like a “thumping” vibration than a rapid bee vibration. The action displaces significant amounts of water yet swims sinuously during the retrieve (much like a thumbing spinnerbait). It can be retrieved at different speeds. The lure sheds water and obstructions equally well and can be fished deep at angle or vertically. When paused or allowed to fall, it does so keel-first and at angle. It will rest in an upright position allowing crankbait artists to “rip and drop” the lure, enacting its vibration immediately. The APEX VIBE will potentially offer the serious angler another niche presentation within lipless crankbait fishing.