For 60 years Hopkins has thrived on a single objective – to make the best lure on the market. Time and time again the experts agree that we are meeting and exceeding that goal. In April 2008 Saltwater Sportsman ranked the No=EQL as one of 25 Greatest Salt Water Lures of All Time, calling it “one of the most enduring metal lures.” The Hopkins Shorty was awarded a place among Field and Stream’s 50 Greatest Lures of All Time article in April 2006. And in July 2008 issue of Florida Sportsman, Frank Sargeant calls Hopkins 1-ounce Shorty “one of the best vertical jigging lures on the planet.” We believe that after the first cast you will agree with the experts and not be caught without a Hopkins.

Our story began in 1949 when R.L. Hopkins, an avid salt water fisherman and experimenter, decided that a better lure was needed. His initial objectives were to develop a lure that could be cast for distance, that had good fish attracting action, and that could withstand the rigors of salt water fishing. He needed a lure that would resist corrosion and be tough enough to handle those trophy-sized fish. He built and tested many lures and rejected them for one fault or another until the No=EQL No. 3 evolved. It satisfied the requirements of castability and fish taking action along with two bonuses. The No=EQL was deadly for jigging and fine for trolling as well.