It all began with a hungry Finnish guy and a carving knife. It was the 1930s when a simple fisherman made an observation of simple genius: Big fish eat little fish, especially little fish that are wounded. So begins the greatest fishing story ever told. Be part of the action as an affiliate for Rapala. Help fishermen across the country find all of Rapala's 12 Respected Brands. With over 10,000 fishing products across fresh water, saltwater, and ice, we help anglers across the spectrum land their next big catch.