By Hiro Naito

Adhering to the instructions from James Heddon from 1904, lure design at Heddon always focuses on a lure’s built-in action and the type of the sound it creates. Those are the most important elements to stimulate bass to hit the lure.

Data says “Ten percent of fish in the water react to natural bait, but less than 3 percent of them react to artificial fish bait including flies.” So you are accepting a challenge by choosing lures over a wiggling worm on a hook.

When you make a cast and the target bass is not looking the direction of your lure, your chance of catching this bass is slim. You have to make fish’s head turn to the direction of your lure. Visual effects such as lure action or color will not do this. The sound is how you do this. Sound is how to initiate the game with bass.

About 100 years after James Heddon established the company, Heddon released a new lure named Pop'n Image and its smaller version Pop'n Image Jr. The design concept of this lure is to get attention with sound and to create a strike with movement.

When I take a look my catch with Pop'n Image Jr. during the past season, I have caught lots of bass. The biggest one was 27-inches long and weighed 11-pounds, 8-ounces, plus another one over 10 pounds.

I love the Pop'n Image so much. But it is not simply I have been successful with it. The reason is when I use a Pop'n Image, I can feel the Heddon Legacy still continued in products.